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Influence of Emojis in Shaping Gen Z's Purchase Intentions: A Study in the Context of Brand Communication
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Influence of Emojis in Shaping Gen Z's Purchase Intentions: A Study in the Context of Brand Communication
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Journal Article
Influence of Emojis in Shaping Gen Z's Purchase Intentions: A Study in the Context of Brand Communication
2025
Overview
The study examines how emotional expression through emojis impacts Gen Z customers' purchase intentions. It specifically examines the moderating effect of Relationship Norm Orientation (RNO) and the mediating role of positive affect in the broader context of brand communication. To test the suggested moderated mediation model, 149 Gen Z individuals were selected using a survey-based approach. The results show that emoji-based emotional expressions considerably raised purchase intention, mostly through positive affect. RNO, on the other hand, mitigated this link, making those who were more communally oriented have a less strong emotional reaction. The results emphasize the value of authenticity in Gen Z's emotionally expressive marketing and offer both theoretical and practical guidance for improving the rapidly evolving field of digital brand communication.
Publisher
IUP Publications
Subject
