An application to determine the efficacy of emoji use on social marketing ads

Authors : Volkan Yakın, Oya Eru

Pages : 230-240

Doi:10.24289/ijsser.270652

View : 13 | Download : 8

Publication Date : 2017-01-05

Article Type : Research

Abstract :Social marketing can be described as non-profit organizations' marketing activities. With social marketing activities, it is aimed to create awareness of the campaign issues for create a useful behavioral pattern in society. As for business organizations, promotion is an important part of marketing activities in nonprofit organizations too. With the usage of the Internet in the marketing area, new channels have emerged to perform promotional activities. Social media can be described as one of these new channels. The most important reason of usage of social media as a promotion channel by nonprofit organizations is the possibility to reach more people on a tight budget. Also, social media provides to create an interactive communication, to measure campaign results and to transmit campaign messages to the right audience. Recently the newest concept using as a promotional tool can be described as emoji. Many companies including nonprofit organizations have started to use emojis in their advertising campaigns. The aim of this Study is to aimed to measure the attitudes towards emoji usage in social marketing campaigns and to guide companies who are going to use emojis in their advertising campaigns in the future. Not to encounter studies about measuring the effectiveness of emojis in marketing literature, expresses the importance of the study. In the study, experimental design method has been used and a survey has been applied to the selected sample. According to the results of the study, it has been concluded that emojis are effective for social advertising campaigns. Participants expressed that, usage of emojis in advertising campaigns is suitable for social campaigns. And using emojis in advertising campaigns explains the Project successfully. They expressed that the transmitted message of campaign is informative and effective. And also participants expressed that these kinds of campaigns are attractive, creative and innovative.
Keywords : Social Marketing, Social Media, Emoji