Currently Retail Food brands understand the importance of social networks in meeting business objectives. Therefore, seek the participation of your clients in these portals through actions such as reactions, comments and shared content (metrics that represent eWOM). Although there are studies that vary the effects of the characteristics of the publications on the performance of eWOM, there are no investigations that identify the appropriate amount of emojis and characters in brand publications to generate greater interaction. Through a negative binomial regression model, the present study establishes the effects of emojis and the extension of the message on user participation on Facebook. The findings reveal that an increase in the number of emojis and characters has positive effects on eWOM actions. However, excessive use of these tools can lead to their decrease.

Keywords:
Electronic Word-of-Mouth,
Emojis, Social media,
Marketing, Advertising.

Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, I., Evans, Ch., & Ghoneim, A. (2015). Electronic word of mouth in social media: The common characteristics of retweeted and favourited marketer-generated content posted on Twitter. International Journal of Internet Marketing and Advertising, 9(4), 338-358. https://doi.org/10.1504/IJIMA.2015.072886.

Arjona, M. (2017). Un mal uso de las redes sociales cuesta al gimnasio entre 700 y 1.000 euros al mes. Obtenido de https://www.cmdsport.com/esencial/cmd-fitnessgym/un-mal-uso-de-las-redes-sociales-cuesta-al-gimnasio-entre-700-y-1-000-euros-al-mes/.

Baccarella, Ch., Scheiner, Ch., Wagner, T., & Voigt, K. (2014). High-tech marketing communication in the automotive industry: A content analysis of print advertisements. International Journal of Business Environment, 6(4), 395-410. DOI: 10.1504/IJBE.2014.064984.

Becerra, N., & Vela, F. (2011). Una comparación de los modelos Poisson y binomial negativa con Stata: un ejercicio didáctico. Mexican Stata Users’ Group Meetings. Obtenido de https://ideas.repec.org/p/boc/msug11/01.html.

Brand Passion Report (2018). Top 100 global brand love listk. Obtenido de https://pages.netbase.com/AR-2018-GlobalLoveList.html.

Cáceres, M., Brändle, G., & Ruiz, J. (2017). Sociabilidad virtual: la interacción social en el ecosistema digital. Historia y Comunicación Social, 22(1), 233-247. http://dx.doi.org/10.5209/HICS.55910.

Cameron, A., & Trivedi, P. (2013). Regression analysis of count data. Cambridge: University Press.

Chang, Q., Peng, Y., & Berger, P. (2018). The impact of social-media performance on sales of retail-food brands. International Journal of Research – Granthaalayah, 6(2), 1-12. DOI: 10.5281/zenodo.1185601.

Chen, Ch., Shen, Ch., & Chiu, W. (2007). Marketing communication strategies in support of product launch: An empirical study of taiwanese high-tech firms. Industrial Marketing Management, 36(8), 1046-1056. https://doi.org/10.1016/j.indmarman.2006.08.002.

Chen, Y., Tang, K., Wu, Ch., & Jheng, R. (2014). Predicting the influence of users’ posted information for eWOM advertising in social networks. Electronic Commerce Research and Applications, 13(6), 431-439. https://doi.org/10.1016/j.elerap.2014.10.001.

Craig, C., Greene, W., & Versaci, A. (2015). E-Word of mouth: Early predictor of audience engagement. Journal of Advertising Research, 55(1), 62-72. https://doi.org/10.2501/JAR-55-1-062-072.

Das, G., Wiener, H., & Kareklas, I. (2019). To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising. Journal of Business Research, 96, 147-156. https://doi.org/10.1016/j.jbusres.2018.11.007.

De Vries, L., Gensler, S., & Leeflang, P. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003.

Dellarocas, Ch. (2003). The digitization of word of mouth: Promise and challenges of online Feedback mechanisms. Management Science, 49(10), 1407-1424. https://doi.org/10.1287/mnsc.49.10.1407.17308.

Demangeot, C., & Broderick, A. (2010). Consumer perceptions of online shopping environments: A gestalt approach. Psychology & Marketing, 27(2), 117-140. https://doi.org/10.1002/mar.20323.

Desta, Y. (2014). Why is everyone so obsessed with emoji. Mashable Tech. Obtenido de https://mashable.com/2014/06/23/emoji-psychology/.

Evans, V. (2017). The Emoji code: How smiley faces, love hearts and thumbs up are changing the way we communicate. London: Michael O’Mara Books.

Guo, B., & Zhou, S. (2017). What makes population perception of review helpfulness: An information processing perspective. Electronic Commerce Research, 17(4), 585-608. https://doi.org/10.1007/s10660-016-9234-7.

Hall, R. (1996). Organizaciones, estructuras, procesos y resultados. México, D. F.: Pretince Hall Hispanoamericana.

Hansen, S., & Lee, J. (2013). What drives consumers to pass along marketer-generated eWOM in social network games? social and game factors in play. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 53-68. https://doi.org/10.4067/S0718-18762013000100005.

Harrison, L. (2001). E-complaining: A content analysis of an Internet complaint forum. Journal of Services Marketing, 15(5), 397-412. https://doi.org/10.1108/EUM0000000005657.

Hennig, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073.

Huete, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Psychology (8), 1-4. https://doi.org/10.3389/fpsyg.2017.01256.

Jackson, D. (2016). Standout social media marketing examples. Obtenido de https://www.emgigroup.com/2016/12/28/10-standout-social-media-marketing-examples-from-2016/.

Jaeger, S., Vidal, L., Kam, K., & Ares, G. (2017). Can emoji be used as a direct method to measure emotional associations to food names? Preliminary investigations with consumers in USA and China. Food Quality and Preference, 56, 38-48. https://doi.org/10.1016/j.foodqual.2016.09.005.

Jünger, J., & Keyling, T. (2018). Facepager 3. An application for generic data retrieval through APIs. Obtenido de https://github.com/strohne/Facepager/.

Lang, B., & Lawson, R. (2013). Dissecting word-of-mouth’s effectiveness and how to use it as a proconsumer tool. Journal of Nonprofit & Public Sector Marketing, 25(4), 374-399. https://doi.org/10.1080/10495142.2013.845419.

Lee, Y., & O’Connor, G. (2003). The impact of communication strategy on launching new products: The moderating role of product innovativeness. Journal of Product Innovation Management, 20(1), 4-21. https://doi.org/10.1111/1540-5885.t01-1-201002.

Li, F., & Du, T. (2017). The effectiveness of word of mouth in offline and online social networks. Expert Systems with Applications, 88(1), 338-351. https://doi.org/10.1016/j.eswa.2017.07.004.

Lohmann, K., Pyka, S., & Zanger, C. (2017). The effects of smileys on receivers’ emotions. Journal of Consumer Marketing, 34(6), 489-495. https://doi.org/10.1108/JCM-02-2017-2120.

López, M. (2014). Marketing boca a boca. Cómo conseguir que el consumidor hable de tu producto o marca. Word of mouth marketing. Strategies to enhance consumers in promoting products and brands (trabajo fin de máster, Ciencias Sociales). Universidad de Murcia. Obtenido de http://www.tdx.cat/handle/10803/144666.

Mazzarol, T., Sweeney, J., & Soutar, G. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: An exploratory study. European Journal of Marketing, 41(11), 1475-1494. https://doi.org/10.1108/03090560710821260.

Pletikosa, I., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861. https://doi.org/10.1007/s13278-013-0098-8.

Reig, A., & Elizondo, A. (2018). Un análisis de la reacción me gusta en Facebook desde los estudios de la interacción. Estudios de Lingüística Aplicada (67), 45-75. https://doi.org/10.22201/enallt.01852647p.2018.67.722.

Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011. https://doi.org/10.1016/j.emj.2014.05.001

Salvi, F., Serra, A., & Cardona, R. (2013). Los impactos del eWOM en hoteles. Redmarka: Revista Académica de Marketing Aplicado, 2(6), 3-17.

Schultz, C. (2017). Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages? Electronic Commerce Research and Applications, 26, 23-34. https://doi.org/10.1016/j.elerap.2017.09.005.

Singh, T., & Schoenbachler, D. (2001). Communication strategies for technology products in Singapore: A content analysis. International Business Review, 10(5), 551-570.

SocialBakers. (2018). How social engagement drives site visits.

Sprout Social Report. (2018). Sprout Social Index. Obtenido de https://oursocialtimes.com/sprout-social-index-2018/.

Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927-943. https://doi.org/10.1108/MIP-07-2014-0135.

Thompson, D., & Filik, R. (2016). Sarcasm in written communication: Emoticons are efficient markers of intention. Journal of Computer-Mediated Communication, 21(2), 105-120. https://doi.org/10.1111/jcc4.12156.

Unicode. (2018). Emoji Counts, v11.0. Obtenido de http://unicode.org/emoji/charts-11.0/emoji-counts.html.

Uribe, F., Rialp, J., & Llonch, J. (2013). The use of social networks as aala, marketing tool in the business performance. Cuadernos de Administración, 26(47), 205-231.

Yeh, Y., & Choi, S. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications, 17(3), 145-162. https://doi.org/10.1080/13527260903351119.

Dimensions

PlumX