RESEARCH ON DETERMINING PERCEPTIONS AND ATTITUDES TOWARDS EMOJI USE IN DIGITAL MARKETING CAMPAIGNS

English (OpenAlex)

The effect of the digital revolution is spreading through all aspects of life.One of the newest periods of marketing strategy is digital marketing.The most intensive group using digital devices is young students.In addition, young consumers are the group that uses social media the most.Users who want to interact with younger generations use digital marketing technologies.Companies can use many tools for their digital marketing campaigns.The newest digital marketing tool can be considered emojis.The aim of this study is to investigate the attitudes and perceived benefits of young consumers towards emojis in emotional and rational advertising messages used in social media advertising campaigns.In order to realize the aim of the research, a questionnaire study was conducted on the students of the School of Applied Sciences.The research on 580 students revealed that emojis were more effective than traditional methods when they were used at the right time and on the target audience.