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Keywords: Perceived playfulness
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Journal Articles
Engaging consumers in mobile instant messaging: the role of cute branded emoticons
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Journal of Product & Brand Management (2019) 28 (7): 849–863.
Published: 15 July 2019
... on branded emoticons. This paper aims to build on impression management theory and the conceptualization of cuteness to investigate how the effect of cuteness in branded emoticon design influences perceived playfulness in mobile instant messaging (MIM) interaction and the creation of brand engagement in self...
