Xrisopigi Vardikou

• Agisilaos Konidaris, Associate Professor,Department of Digital Media & Communication, Ionian University (Supervisor)
• Spyros Polykalas, Professor, Department of Digital Media & Communication, Ionian University
• Aggeliki Sgora, Associate Professor, Department of Digital Media & Communication, Ionian University

Summary:

The use of emojis and nudges in digital marketing is an area of ​​growing research interest, as it can influence consumers’ emotional and cognitive responses to advertising messages. For decades, cognitive researchers and neuroscientists have documented that information processing and response are shaped by the way stimuli are presented. For example, Dahl et al (2003) demonstrated that consumer response is enhanced when the advertising message includes unexpected or emotionally charged elements. The theoretical foundations of such approaches are usually based on cognitive congruence theory, according to which consumers show a more positive attitude when there is a match between the message and their expectations or feelings.

Despite the growing interest in the impact of advertising messages, few studies have examined the relationship between the design of a digital ad using emojis or nudges and purchase intention. This study seeks to fill this research gap by investigating the variables: a) the visuals of the ad, b) the response of users, and c) the purchases.

This research aims to highlight the process that connects the advertising message with the behavioral intention of the consumer, focusing on the role of emojis and nudges to enhance engagement. At the same time, it will shed light on aspects of two widespread digital marketing channels, social media advertising, specifically on Facebook & Instagram, and email marketing.