Emoji rhetoric: a social media influencer perspective

Jing Ge, Ulrike Gretzel
  • Journal of Marketing Management, July 2018, Taylor & Francis
  • DOI: 10.1080/0267257x.2018.1483960

Emojis are a new language that social media influencers use to engage their audiences

Photo by Fausto García on Unsplash

Photo by Fausto García on Unsplash

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.

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.


Dr. Ulrike Gretzel
University of Southern California

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

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The following have contributed to this page: Dr. Ulrike Gretzel