• español
  • English
  • français
  • Deutsch
  • português (Brasil)
  • italiano
  • Contacto
  • Sugerencias
    • español
    • English
    • français
    • Deutsch
    • português (Brasil)
    • italiano
    • español
    • English
    • français
    • Deutsch
    • português (Brasil)
    • italiano
    JavaScript is disabled for your browser. Some features of this site may not work without it.
    Gredos. Repositorio documental de la Universidad de SalamancaUniversidad de Salamanca
    Consorcio BUCLE Recolector

    Listar

    Todo GredosComunidades y ColeccionesPor fecha de publicaciónAutoresMateriasTítulosEsta colecciónPor fecha de publicaciónAutoresMateriasTítulos

    Mi cuenta

    AccederRegistro

    Estadísticas

    Ver Estadísticas de uso

    ENLACES Y ACCESOS

    Derechos de autorPolíticasGuías de autoarchivoFAQAdhesión USAL a la Declaración de Berlín

    COMPARTIR

    Ver ítem 
    •   Gredos Principal
    • Repositorio Científico
    • Departamentos
    • Ciencias Sociales
    • Departamento Administración y Economía de la Empresa
    • DAEE. Artículos del Departamento de Administración y Economía de la Empresa
    • Ver ítem
    •   Gredos Principal
    • Repositorio Científico
    • Departamentos
    • Ciencias Sociales
    • Departamento Administración y Economía de la Empresa
    • DAEE. Artículos del Departamento de Administración y Economía de la Empresa
    • Ver ítem

    Compartir

    Exportar

    RISMendeleyRefworksZotero
    • edm
    • marc
    • xoai
    • qdc
    • ore
    • ese
    • dim
    • uketd_dc
    • oai_dc
    • etdms
    • rdf
    • mods
    • mets
    • didl
    • premis

    Citas

    Article has an altmetric score of 1
    Plum Print visual indicator of research metrics
    plumX logo
    • Citations
      • Citation Indexes: 27
    • Captures
      • Readers: 112
    • Mentions
      • News Mentions: 1
    see details
    Título
    Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement
    Autor(es)
    Valenzuela Gálvez, Evelyn Sophía
    Garrido Morgado, ÁlvaroAutoridad USAL
    González Benito, ÓscarAutoridad USAL
    Palabras clave
    Digital marketing campaigns
    Customer engagement
    Email marketing campaigns
    Emojis
    Clasificación UNESCO
    5311.05 Marketing (Comercialización)
    Fecha de publicación
    2023-05-04
    Editor
    Emeral Publishing Limited
    Citación
    Valenzuela Gálvez, E. S., Garrido Morgado, Á., & González Benito, Ó. (2023). Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement. Journal of Research in Interactive Marketing, 17(3), 337-352. https://doi.org/10.1108/JRIM-02-2021-0033
    Resumen
    [EN] Purpose – In an effort to evaluate if and how emojis might boost customer engagement in email marketing, the current research aims to analyzes emojis’ effects and investigates how certain features, such as the type of emoji or the way of emojis’ presentation (repetition and position), moderate their effectiveness. Design/methodology/approach – This research comprises four experimental studies. The first two analyze whether the presence and the type of emoji (facial vs non-facial) influence customer engagement. Then, two more studies analyze the influence of the presence and type of emoji, as well as repetitions (repetition vs no repetitions) and positions (left vs right). The data collection is through email marketing campaigns, with two types of brands. The analysis is a fractional factorial design in one- and two-way interactions to identify the influence of presentation features. Findings – Emojis influence customer engagement and can trigger interactive behaviors and increase customer engagement, even in a channel that generally is less prone to interaction. The emojis increase the probability of opening the email, the number of times email gets opened and clicks to access additional content. Research limitations/implications – The varied results suggest the need for more research to confirm the findings regarding presentation features. This research offers novel implications for interactive marketing and the theory of visual rhetoric because the research establishes how visual stimuli such as emojis can persuade and capture customer attention and increase customer engagement. Practical implications – Practitioners can optimize email marketing by using emojis strategically to attract audience interest, provoke interactions, build relationships and generate word of mouth, leading to better consumer experiences, loyalty and brand profitability. Originality/value – Most studies use semantic analysis to analyze emojis; the current study instead tests whether emojis can increase customer engagement in a less-interactive channel and then also considers the moderating role of several emoji-relevant variables. In addition, the authors apply the theory of visual rhetoric to explicate the original findings, which are gathered from a unique data set involving real marketing campaigns.
    URI
    http://hdl.handle.net/10366/156567
    ISSN
    2040-7122
    DOI
    10.1108/JRIM-02-2021-0033
    Versión del editor
    https://doi.org/10.1108/JRIM-02-2021-0033
    Aparece en las colecciones
    • DAEE. Artículos del Departamento de Administración y Economía de la Empresa [122]
    Mostrar el registro completo del ítem
    Ficheros en el ítem
    Nombre:
    Boost-2023.pdfEmbargado hasta: 2099-01-01
    Tamaño:
    1.030Mb
    Formato:
    Adobe PDF
    Thumbnail
    Visualizar/Abrir
     
    Universidad de Salamanca
    AVISO LEGAL Y POLÍTICA DE PRIVACIDAD
    2024 © UNIVERSIDAD DE SALAMANCA
     
    Universidad de Salamanca
    AVISO LEGAL Y POLÍTICA DE PRIVACIDAD
    2024 © UNIVERSIDAD DE SALAMANCA