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Does the emojis effect on consumer behavior is the same in luxury hotels vs standard brands?
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Orientador(es)
Resumo(s)
Hotels are looking for new interactive communication tools such as emojis to improve their
image and develop relationships with customers. However, extant literature does not provide
sufficient guidance on how emojis use helps to enhance communication. To address this gap, this
research examines how hotel communication with emojis can affect the interactions between
providers and customers. Findings from an experimental study with 328 customers indicate that the
use of emojis affects future booking intention, independently of the type of brands (Luxury vs
Standard). Participants showed a preference for communication without emojis to increase their
booking intention compared with emojis presence. In addition, emojis presence reduces the
seriousness and makes it less easy to interpret hotel ads. Finally, we show that emojis effects work
similarly for younger and older consumers.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Emoji Brands Hotels Communication