Young Consumers’ Perception Towards The Usage Of Emojis In Social Media: A Paradigm Shift From Traditional Marketing Practices To Digital Consumerism

Authors

  • Megha Sharma , Prof. R.C.Dangwal, Jolly Masih, Dr. Rajkumar Rajesekaran,

Abstract

The present study explores the young consumers’ perception regarding the usage of emojis in social media marketing and also examines the effect of gender and internet usage pattern on the usage of emojis. A quantitative approach was used to collect data through a questionnaire and the research was conducted in India. Three hundred sixty (360) people were answered closed and multiple-choice questions out of four hundred two (402) people, in order to quantify the weight of emojis in the consumer’s mind. The perception of young consumers was assessed with the help of EFA, Independent t-test and one- way ANOVA. Results showed that the overall perception of young consumers towards usage of emojis in social media marketing is positive and they find it entertaining, full of humour, personalised, easy to understand and convincing in nature. In addition, gender also affects the perception of young consumers. Women are more attracted towards emojis as compared to men.  This paper features the ways in which marketers can get a chance to gain advantage from emojis in social media to reach their consumers. It also makes a noteworthy contribution to quantify or make a notice towards the rapidly emerging tool of marketing. Furthermore, it discusses the importance of emojis in current situation of pandemic covid-19.

Published

2020-12-01

Issue

Section

Articles