RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The effect of the digital revolution is spreading through all aspects of life. One of the newest periods ofmarketing strategy is digital marketing. The most intensive group using digital devices is young students. Inaddition, young consumers are the group that uses social media the most. Users who want to interact withyounger generations use digital marketing technologies. Companies can use many tools for their digitalmarketing campaigns. The newest digital marketing tool can be considered emojis. The aim of this study is toinvestigate the attitudes and perceived benefits of young consumers towards emojis in emotional and rationaladvertising messages used in social media advertising campaigns. In order to realize the aim of the research, aquestionnaire study was conducted on the students of the School of Applied Sciences. The research on 580students revealed that emojis were more effective than traditional methods when they were used at the righttime and on the target audience.
Açıklama
Anahtar Kelimeler
Kaynak
Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
28
Sayı
2
