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Keywords: Online brand experience
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Journal Articles
Journal:
Management Decision
Management Decision 1–20.
Published: 25 November 2025
...Puneett Bhatnagr Purpose This study investigates the impact of emojis as symbolic and behavioural triggers on online brand experience (OBE) and purchase intentions (PIN) among Generation Z (Gen Z) e-commerce consumers. It examines how emojis impact identity formation, authenticity, cultural...
