THE PERSUASIVE IMPACT OF EMOTICONS IN ONLINE WORD-OF-MOUTH COMMUNICATION

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

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Detail(s)

Original languageEnglish
Title of host publicationProceeding of the 20th Pacific Asia Conference on Information Systems (PACIS 2016)
PublisherAssociation for Information Systems
ISBN (Print)9789860491029
Publication statusPublished - Jun 2016

Conference

Title20th Pacific Asia Conference on Information Systems (PACIS 2016)
LocationNice Prince Hotel
PlaceTaiwan
CityChiayi
Period27 June - 1 July 2016

Abstract

The present research proposes a conceptual framework to examine the effect of emoticons on online WOM persuasion. Using a laboratory experiment, we demonstrate that emoticons enhance recipients' empathy for the communicator, and this effect is moderated by message valence. Enhanced empathy heightens perceived trustworthiness of the communicator and perceived quality of the message, both of which lead to an increase in the persuasiveness of the WOM message. We conclude by discussing the contributions of this research and identifying the directions for future research.

Research Area(s)

  • Electronic Word-of-Mouth (eWOM), Emoticon, Empathy, Online product review, Persuasion

Citation Format(s)

THE PERSUASIVE IMPACT OF EMOTICONS IN ONLINE WORD-OF-MOUTH COMMUNICATION. / Qiu, Lingyun; Wang, Weiquan; Pang, Jun; Jiang, Zhenhui Jack.

Proceeding of the 20th Pacific Asia Conference on Information Systems (PACIS 2016). Association for Information Systems, 2016. 122.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review