Show a smiley face: the persuasive role of emoji on customers’ recycling experiences

IF 9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Contemporary Hospitality Management Pub Date : 2025-02-19 DOI:10.1108/ijchm-01-2024-0054

Seonjeong Ally Lee, Kiwon Lee, Shinyong Jung

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Abstract

Purpose

This study aims to investigate the role of emoji and the moderating effects of recycling messages in encouraging customers’ attitudes toward recycling and their recycling intentions via processing fluency.

Design/methodology/approach

Two 2 × 2 between-subject experiments are conducted to investigate the role of emojis, the moderating role of recycling messages and the mediating role of processing fluency on customers’ recycling experiences.

Findings

Study 1 identifies that customers’ attitudes toward recycling are enhanced when a positive emoji is used with a promotion-focused message, compared to a prevention-focused message. Study 2 finds that customers’ attitudes and recycling intentions are enhanced when a positive emoji is used with an upcycling message, compared to a recycling message. Both Study 1 and Study 2 identify the mediating role of processing fluency.

Practical implications

Results suggest strategically using emojis and various recycling messages to enhance customers’ recycling experience.

Originality/value

This study investigates the role of emojis as an effective recycling communication strategy.

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露出笑脸：表情符号对顾客回收体验的说服作用

目的本研究旨在探讨表情符号在通过加工流畅性促进顾客回收态度和回收意向中的作用以及回收信息的调节作用。设计/方法/方法通过2个2 × 2的被试实验来研究表情符号的作用、回收信息的调节作用和处理流畅度对顾客回收体验的中介作用。研究结果1表明，与以预防为重点的信息相比，当一个积极的表情符号与以促销为重点的信息一起使用时，顾客对回收的态度会得到增强。研究2发现，与回收信息相比，当一个积极的表情符号与升级回收信息一起使用时，客户的态度和回收意愿会增强。研究1和研究2都确定了加工流畅性的中介作用。实践意义研究结果表明，有策略地使用表情符号和各种回收信息来提高客户的回收体验。原创性/价值本研究探讨了表情符号作为一种有效的循环传播策略的作用。

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来源期刊

International Journal of Contemporary Hospitality Management Multiple-

CiteScore

16.90

自引率

31.50%

发文量

239

期刊介绍： The International Journal of Contemporary Hospitality Management serves as a conduit for disseminating the latest developments and innovative insights into the management of hospitality and tourism businesses globally. The journal publishes peer-reviewed papers that comprehensively address issues pertinent to strategic management, operations, marketing, finance, and HR management in the field of hospitality and tourism.