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Salim Moussa

Bio: Salim Moussa is an academic researcher. The author has contributed to research in topics: Metric (mathematics) & Emoji. The author has an hindex of 1, co-authored 1 publications receiving 13 citations.

Papers
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Journal ArticleDOI
TL;DR: In this paper, a new emoji-based metric that could be used to monitor consumers' emotions toward brands on social media was proposed. But the proposed metric is only applicable to brands that have a social media presence.
Abstract: The purpose of this paper is to introduce and test a new emoji-based metric that could be used to monitor consumers’ emotions toward brands on social media.,To test this new metric, 720 consumer tweets were retrieved from official Twitter accounts of 18 leading global brands representing 6 product categories/markets. In order to check its validity, the emoji-based metric was correlated with two measures: the percentage of positive emojis from Brandwatch’s (2018) Emoji Report and the American Customer Satisfaction Index (ACSI) for 2017.,The findings of this paper indicate that consumers tend to use more (vs less) positive emojis when expressing their feelings toward Coca-Cola (vs Taco Bell). They also show that the new metric is highly and positively associated with the ACSI, hence supporting its validity.,The new metric is only applicable to brands that have a social media presence.,The proposed metric is easy to implement and interpret by almost every researcher and manager.,While all extant brand sentiment analyses focus on analyzing the words in brand-related user-generated content, this paper considers an alternative source of information about emotions, that is, emojis. Beyond being valid, the proposed emoji-based metric is unique, easy to implement and interpret, and generalizable.

23 citations


Cited by
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Journal ArticleDOI
TL;DR: A systematic review of the extant body of work on emoji, reviewing how they have developed, how they are used differently, what functions they have and what research has been conducted on them in different domains is provided.
Abstract: A growing body of research explores emoji, which are visual symbols in computer mediated communication (CMC). In the 20 years since the first set of emoji was released, research on it has been on the increase, albeit in a variety of directions. We reviewed the extant body of research on emoji and noted the development, usage, function, and application of emoji. In this review article, we provide a systematic review of the extant body of work on emoji, reviewing how they have developed, how they are used differently, what functions they have and what research has been conducted on them in different domains. Furthermore, we summarize directions for future research on this topic.

186 citations

Journal ArticleDOI
TL;DR: The causal relationships leading to strong consumer-brand relationships have yet to be clarified as discussed by the authors, however the causal relationship leading to them have been identified and the underlying causal relationships have not yet been clarified.
Abstract: Social media are increasingly leveraged on for the establishment of strong consumer–brand relationships, however the causal relationships leading to them have yet to be clarified. The underlying th...

31 citations

Journal ArticleDOI
TL;DR: This article investigated the effect of emoji meaning multipleness on review helpfulness through two experiments and found that multiple meaning emojis lead to less helpful perception, but user expertise with emoji moderates such an effect.
Abstract: Emoji is widely used in electronic word of mouth (eWOM) and online consumer reviews across various social media platforms and online retailers, but the boundary condition of its effect on perceived helpfulness and its underlying mechanisms have not been examined in the extant literature. This research investigates the effect of emoji meaning multipleness on review helpfulness through two experiments. The results show that multiple meaning emojis lead to less helpful perception, but user expertise with emojis moderates such an effect. Further, processing fluency plays the mediating role, explaining the relationship between emoji meaning multipleness and perceived review helpfulness. The findings of the present research offer important insights into the underlying mechanisms and boundary conditions of the effective use of emoji in eWOM or online reviews.

21 citations

Journal ArticleDOI
TL;DR: In this article, the authors analyzed the advantages and disadvantages of using emojis in the context of higher education and concluded that they favor the development of a pleasant environment, confidence, and empathy, in addition to expressing emotions, feelings, and reactions.
Abstract: Communication processes are part of human life. Information and communication technologies (ICTs) and, especially, the use of smartphones have generated new forms of interaction and communication, both synchronous and asynchronous, in formal and informal spaces. One of the most used applications is WhatsApp, which allows the sending of text, documents, images, and emojis. It is important to study these new forms and languages of communication in higher education because any educational or training process is essentially communicative. This research was carried out using a mixed approach, with a nonexperimental, descriptive, and transversal design, using a technique of a survey made up of 30 items. It was applied to postgraduate university students to determine their use and value among people with a consolidated university academic career, which would allow us to determine the presence of these new languages in this context. The basic objectives were to identify the frequency of use of emojis through WhatsApp amongst Mexican graduate students and to analyze the advantages and disadvantages of their use. The results confirmed the increase of emojis in conversations conducted by WhatsApp among fellow students. As positive elements, it was determined that they favor the development of a pleasant environment, confidence, and empathy, in addition to expressing emotions, feelings, and reactions. However, emojis also have drawbacks and disadvantages. Among them is the risk that they are misunderstood since their meaning is not shared, that they divert attention from a central idea, and, in general, that they sometimes have an addictive character that implies a waste of time in a study context, such as at the university. In conclusion, it can be argued that ICTs are profoundly transforming the processes of written communication in today’s society, including the university world. New languages that present intercultural, dynamic, dialectic, and ecosystemic alternatives to speech or writing have appeared. Emojis, in the context of higher education, would be an example of this trend.

18 citations

Journal ArticleDOI
TL;DR: The main objective of this work is to conduct a theoretical review of the main scientific research on the effectiveness of neuromarketing as a tool to improve the emotional connection between organizations and users in social networks.
Abstract: Currently, there is an important debate on how social networks have affected relations between organizations and their audiences: originally complementary -since organizations had full control over the messages that they sent to users, who were mere consumers of information-, they are now symmetric -since users produce and disseminate information about organizations on a global scale through social media-. Therefore, one of the main concerns of organizations when investing in social networks is to connect with their target audience, to have virality, greater visibility and scope. Likewise, neuromarketing is gaining significant importance when it comes to predicting user behavior through biometric measurements, so it can be an essential tool for developing content that engages organizations and their audiences. The main objective of this work is to conduct a theoretical review of the main scientific research on the effectiveness of neuromarketing as a tool to improve the emotional connection between organizations and users in social networks. Thus, the scientific literature on the object under study available on the Web Of Science has been extensively reviewed. The results of the analysis of the main researches in this field reveal the importance of neuromarketing: some of them agree that the communicative effectiveness between organizations and audiences in social networks depends more on sociology and psychology than on technology itself. Neuromarketing has also allowed to demonstrate the relevance of the so-called social influence in social networks: users tend to imitate the behaviors of others, under the premise that these actions reflect the appropriate procedure. That is, when a user sees that others in their environment comment or share a post, they tend to replicate that action in order to avoid the fear of being the only one who behaves differently.

13 citations