Research Article
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 brandsa | 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 . . |