Rohden, Simoni FernandaMatias, Beatriz Rodrigues2025-06-272025-06-26http://hdl.handle.net/10362/184556Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsArtificial intelligence has been increasing its impact on society, so this study investigates the impact of nonverbal communication, more precisely the use of emojis, by chatbots on consumer perception, to combat the lack of studies on chatbots that use nonverbal communication. This research aims to evaluate the impact of emojis on chatbots through variables such as emotional attachment and the perception of credibility, as well as their consequent influence on satisfaction and loyalty. Two experimental studies were carried out, revealing that the perception of emojis depends on the context in question and has no significant effect in terms of satisfaction, but tends to increase brand loyalty. Although the main hypotheses were rejected, the study presents interesting results, mainly in the extra analysis carried out with new mediating variables, which once again demonstrated that brand loyalty increases when perceptions of warmth and social presence appear. We can conclude by saying that the study provides an incentive for further reflection on how nonverbal communication should be strategically integrated into chatbot communication, considering the sector of business and the consumer profile.engChatbotsEmojisNonverbal communicationSatisfactionLoyaltySDG 9 - Industry, innovation and infrastructureSDG 12 - Responsible production and consumptionmaster thesis203968697