What is it about?

In our paper we establish that emojis are a new form of visual communication that can help marketers and influencers grab social media users’ attention and elicit engagement.

Featured Image

Why is it important?

The paper provides insights on how emojis can be used to persuade. It also stresses the important role emojis play within our social media conversations and beyond.


This is the first publication that systematically describes the various ways in which emojis are used in social media communication.

Dr. Ulrike Gretzel
University of Southern California

Read the Original

This page is a summary of: Emoji rhetoric: a social media influencer perspective, Journal of Marketing Management, July 2018, Taylor & Francis,
DOI: 10.1080/0267257x.2018.1483960.
You can read the full text:




The following have contributed to this page