FRIENDSHIP TRIAD
BRANDS, EMOJIS, AND CONSUMERS
DOI:
https://doi.org/10.5377/aai.v1i13.20915Keywords:
Symbolism in communication-Research, Semiotics, Digital Communications, Brands, Consumer behaviorAbstract
Brands saw that the market used emojis as a new sign of message transmission. Therefore, these brands decide to adopt these icons and make them part of their communication. So, its important to investigate how brands are building branding and engagement with younger consumers and thus create positive perceptions of themselves and choose them in the market. In this sense, the work was done under a semiotic approach with a mixed methodology. The first part wanted to know reasons for use, frequency and roles that emojis are playing in digital communication. The second part was for deepened the true meanings given to these icons and the phenomenon of migration to the commercial world were explored.
ECMH ABIERTA_AT_N13-2019-104-121.
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