Research Article
With or without Emoji? Perceptions about Emoji Use in Different Brand-Consumer Communication Contexts
Table 1
Descriptive statistics and correlations.
| | Measure | Descriptive statistics | Gender differences | Correlations | | Overall | Women | Men | | (SD) | 95% CI | (SD) | (SD) | (538) | | 1. | 2. | 3. | 4. | 5. | 6. | 7. | 8. |
| | 1. Frequency using emoji | 5.73 (1.70) | [5.59, 5.87] | 5.91 (1.61) | 5.31 (1.81) | 3.83 | .001 | — | | | | | | | | | 2. Useful | 5.28 (1.53) | [5.15, 5.41] | 5.38 (1.53) | 5.06 (1.51) | 2.25 | .025 | .48 | — | | | | | | | | 3. Interesting | 5.25 (1.48) | [5.13, 5.38] | 5.29 (1.51) | 5.16 (1.40) | 0.99 | .321 | .44 | .70 | — | | | | | | | 4. Fun | 5.85 (1.37) | [5.74, 5.97] | 5.93 (1.37) | 5.66 (1.35) | 2.11 | .035 | .45 | .58 | .64 | — | | | | | | 5. Easy | 5.95 (1.36) | [5.84, 6.06] | 6.04 (1.36) | 5.74 (1.32) | 2.30 | .022 | .35 | .53 | .53 | .63 | — | | | | | 6. Informal | 2.32 (1.51) | [2.19, 2.44] | 5.69 (1.44) | 5.68 (1.54) | 0.04 | .967 | -.04 | .12 | .13 | -.01 | -.05 | — | | | | 7. Good | 5.35 (1.48) | [5.22, 5.47] | 5.42 (1.50) | 5.18 (1.40) | 1.77 | .077 | .48 | .67 | .72 | .65 | .55 | .11 | — | | | 8. Adequate | 4.95 (1.40) | [4.83, 5.07] | 4.97 (1.44) | 4.89 (1.30) | 0.65 | .513 | .42 | .64 | .65 | .54 | .48 | .19 | .70 | | | 9. Age | 27.29 (7.04) | | 27.08 (7.14) | 27.79 (6.81) | | | -.31 | -.17 | -.13 | -.07 | -.12 | .07 | -.17 | -.10 |
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