With or without Emoji? Perceptions about Emoji Use in Different Brand-Consumer Communication Contexts

Table 2

Determinants of perceived appropriateness of emoji use by brands (standardized regression coefficients and significance).

	Perceived appropriateness of emoji use by brands^a
	Step 1	Step 2	Step 3
Individual variables
Age	-.178	-.090	-.119
Gender	.132	.136	-.010
Agegender	-.112	-.158	-.142
Emoji use
Frequency of using emoji		.269	.123
Views about emoji
Useful			.131
Interesting			.097
Fun			-.030
Easy			-.063
Informal			-.194
Good			.079
Adequate			.098
Adjusted	.033	.095	.217
	.038	.063	.131
	7.15	37.82	12.86

^aHigher scores denote greater perceived appropriateness for brands to use emoji. Gender coded as - and . .