Conclusions and theoretical and managerial implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| Emoji presence, the quantity of emojis and the time frame (before and after COVID-19) significantly influence eWOM (electronic word-of-mouth) volume on Twitter in B2B contexts. The presence of emojis acts as a visual stimulus that effectively engages users and increases content dissemination. Cultural differences across countries significantly moderate the effects of emoji usage and the time frame on eWOM volume The relationship between the number of emojis and eWOM volume varies among countries The time frame significantly affects eWOM volume. Tweets published before the pandemic generally had higher eWOM volumes, but countries such as France and the USA saw increased eWOM for tweets during the pandemic. In contrast, emoji usage decreased post-COVID-19 | Theoretical implications: The findings confirm the theoretical validity of incorporating emojis in B2B social media communications to enhance eWOM The effectiveness of emojis varies across countries and cultures, underscoring the importance of considering regional differences in digital marketing strategies. This aligns with existing literature emphasizing culture’s role in moderating communication outcomes The significance of the time frame (e.g. pre- and post-COVID-19) highlights the importance of context in communication strategies. This suggests that external factors, like global crises, can alter audience behavior and response patterns Managerial implications: Practitioners should integrate emojis in their Twitter communications while being mindful of cultural thresholds. B2B marketers should adapt their strategies during crises like COVID-19 by leveraging audience preferences for face-to-face interactions and understanding shifts in digital engagement behavior to maintain eWOM effectiveness |
| Conclusions | Theoretical and managerial implications |
|---|---|
| Emoji presence, the quantity of emojis and the time frame (before and after COVID-19) significantly influence eWOM (electronic word-of-mouth) volume on Twitter in B2B contexts. The presence of emojis acts as a visual stimulus that effectively engages users and increases content dissemination. Cultural differences across countries significantly moderate the effects of emoji usage and the time frame on eWOM volume The relationship between the number of emojis and eWOM volume varies among countries The time frame significantly affects eWOM volume. Tweets published before the pandemic generally had higher eWOM volumes, but countries such as France and the USA saw increased eWOM for tweets during the pandemic. In contrast, emoji usage decreased post-COVID-19 | Theoretical implications: The findings confirm the theoretical validity of incorporating emojis in B2B social media communications to enhance eWOM The effectiveness of emojis varies across countries and cultures, underscoring the importance of considering regional differences in digital marketing strategies. This aligns with existing literature emphasizing culture’s role in moderating communication outcomes The significance of the time frame (e.g. pre- and post-COVID-19) highlights the importance of context in communication strategies. This suggests that external factors, like global crises, can alter audience behavior and response patterns Managerial implications: Practitioners should integrate emojis in their Twitter communications while being mindful of cultural thresholds. B2B marketers should adapt their strategies during crises like COVID-19 by leveraging audience preferences for face-to-face interactions and understanding shifts in digital engagement behavior to maintain eWOM effectiveness |
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