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E se a marca me responde com emoji?: impacto das características da CMC na perceção e atitudes face à marca
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Abstract:
Atualmente recorremos à comunicação mediada por computador (CMC) para contactar com diversos interlocutores – família, amigos, colegas de trabalho, ou mesmo organizações – de qualquer parte do mundo. Apesar da CMC ser cada vez mais utilizada, tanto entre indivíduos como entre marcas e consumidores, tem lacunas ao nível das pistas não verbais que dificulta a compreensão da mensagem, contrariamente à comunicação face-a-face (F2F). Os utilizadores podem recorrer a pistas visuais, como emoticons e emojis, que suportam a informação verbal e permitem clarificar os sentimentos dos interlocutores. Estando na era das plataformas digitais, também as marcas procuram desenvolver novas formas de interagir com os consumidores. Assim, é pertinente perceber como as características de tal comunicação, tal como a utilização de emojis na CMC de uma marca, é interpretada pelos consumidores. Este estudo experimental investiga como é que a presença de emoji (vs. controlo) numa resposta de uma marca fictícia a comentários de um cliente num website de reservas online de hotéis, influencia as atitudes do consumidor face à marca, a perceção de utilidade desses comentários e a intenção de reserva. Os participantes (N = 304 indivíduos; 73.7% mulheres; MIdade = 36.16, DP = 13.90) foram expostos a um cenário fictício onde variava a valência dos comentários do cliente e a inclusão ou não de um emoji na resposta por parte do hotel. Globalmente, os resultados sugerem um maior impacto da valência do comentário na formação de atitudes favoráveis à marca do que da utilização de emojis. No entanto, verificámos que a utilização (vs. ausência) de emoji influencia a perceção da linguagem utilizada pela marca (e.g., mais informal) e as expectativas face às características do hotel (e.g., espaço mais moderno). Apesar da generalidade dos participantes reportar utilizar emojis com frequência e atitudes positivas face os mesmos, a utilização por parte das marcas apenas é percebida como adequada quando incluída em posts publicitários nas redes sociais. Estas evidências assumem relevância teórica para o campo da CMC, mas são também relevantes do ponto de vista prático para a psicologia do consumidor. ; We are currently using computer-mediated communication (CMC) to contact with a variety of interlocutors - family, friends, co-workers, or even organizations - that can be anywhere in the world. Although CMC is increasingly used, both between individuals and between brands and consumers, it has gaps at the level of non-verbal cues that make it difficult to understand the message, as opposed to face-to-face communication (F2F). Users can use visual clues, such as emoticons and emoji, which support verbal information and help clarify the feelings of the interlocutors. In the era of digital platforms, brands are also looking to develop new ways of interacting with consumers. Therefore it is pertinent to see how the characteristics of such communication, such as the use of emoji in the CMC of a brand, are interpreted by consumers. This experimental study investigates how the presence of emoji (vs. control) in a response of a fictitious brand to a customer's comments on an online hotel reservation website influences the consumer's attitudes towards the brand, the utility perception of these comments and the intention to reserve. The participants (N = 304 individuals, 73.7% women, M = 36.16, SD = 13.90) were exposed to a fictional scenario where the valence of the client's comments and the inclusion or not of an emoji in the response from the hotel varied. Overall, the results suggest a greater impact of the valence of the comment on the formation of favorable attitudes toward the brand than the use of emoji. However, we have found that the inclusion (vs. absence) of emoji influences the perception of the language used by the brand (e.g., more informal) and expectations regarding the characteristics of the hotel (e.g., more modern space). Despiste the majority of respondents report using emojis frequently and positive attitudes towards them, brand use is only perceived as adequate when included in advertising posts on social networks. These evidences assume theoretical relevance for the CMC field, but are also relevant from the practical point of view for consumer psychology.
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Keyword:
2700; 2700 Communication systems; 2750; 3900; 3900 Consumer psychology; 3920; 3940; Attitudes towards the brand; Comportamento do consumidor; Computer-mediated communication; Consumidor; Domínio/Área Científica::Ciências Sociais::Psicologia; Emoji; Marca; Marketing; Online reviews; Psicologia do comportamento; Reservation intention; Sistema de comunicação
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URL: http://hdl.handle.net/10071/18586
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Sweileh, Belal. - : University of Alberta. Department of Secondary Education., 2018
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τC: C with process network extensions for embedded manycores
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In: ISSN: 1877-0509 ; EISSN: 1877-0509 ; Procedia Computer Science ; https://hal-cea.archives-ouvertes.fr/cea-01831559 ; Procedia Computer Science, Elsevier, 2014, 29, pp.1100-1112. ⟨10.1016/j.procs.2014.05.099⟩ (2014)
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