Reliability and validity constructs
| Constructs | Items | FL | M | SD | AVE | CR | Cronbach’s α |
|---|---|---|---|---|---|---|---|
| Trust (TR) Mallat et al. (2008), Islam and Rahman (2016) | Marketing communications with emojis are credible | 0.815 | 3.88 | 1.023 | 0.823 | 0.949 | 0.951 |
| Marketing communications with emojis are trustworthy and secure | 0.950 | ||||||
| I can trust brands that use emojis | 0.922 | ||||||
| Emojis are reliable when used by brands and products | 0.894 | ||||||
| Involvement (INV) Zaichkowsky (1985), Kim and Hahn (2015) | Marketing communications with emojis are interesting to me | 0.921 | 3.86 | 1.037 | 0.837 | 0.939 | 0.938 |
| My level of interest with brands and products is high, which include emojis | 0.906 | ||||||
| I am very involved with the use of emojis to convey meaning by brands | 0.895 | ||||||
| Perceived ease of use (PEOU) Venkatesh and Davis (2000), Mallat et al. (2008) | Emojis in digital platforms are easy to use | 0.805 | 4.05 | 0.914 | 0.756 | 0.925 | 0.928 |
| The use of emojis in brand digital platforms are easy to interpret | 0.809 | ||||||
| Brands can easily use/include emojis every time they text and/or post | 0.813 | ||||||
| Viewing emojis that are used by brands requires minimal effort | 0.801 | ||||||
| Perceived usefulness (PU) Venkatesh and Davis (2000), Mallat et al. (2008) | Emojis improve the meaning of the message from brands and products | 0.864 | 3.99 | 0.944 | 0.769 | 0.930 | 0.933 |
| Emojis in marketing communications are convenient | 0.849 | ||||||
| Emojis in marketing communications improve efficiency | 0.817 | ||||||
| Marketing communications with emojis provide relevant information | 0.736 | ||||||
| Customer engagement (CE) engagement Islam and Rahman (2016), Sahoo and Pillai (2017) | I can engage with brands that use emojis anytime | 0.773 | 3.95 | 1.014 | 0.781 | 0.935 | 0.938 |
| I always respond to the marketing communications, which include emojis | 0.809 | ||||||
| Emojis effectively influence my level of online engagement with brands | 0.796 | ||||||
| Emojis are engaging when used by brands and products | 0.803 | ||||||
| Intention to purchase (ITP) Duffett (2015), Starr (2021) | Marketing communications with emojis increase purchase intent of featured products | 0.874 | 3.81 | 1.040 | 0.838 | 0.954 | 0.957 |
| Emojis usage by brands and products have a positive impact on my purchase decisions | 0.953 | ||||||
| I will use marketing communications with emojis to purchase a featured product | 0.971 | ||||||
| I will use marketing communications with emojis to buy online | 0.967 |
| Trust (TR) | Marketing communications with emojis are credible | 0.815 | 3.88 | 1.023 | 0.823 | 0.949 | 0.951 |
| Marketing communications with emojis are trustworthy and secure | 0.950 | ||||||
| I can trust brands that use emojis | 0.922 | ||||||
| Emojis are reliable when used by brands and products | 0.894 | ||||||
| Involvement (INV) | Marketing communications with emojis are interesting to me | 0.921 | 3.86 | 1.037 | 0.837 | 0.939 | 0.938 |
| My level of interest with brands and products is high, which include emojis | 0.906 | ||||||
| I am very involved with the use of emojis to convey meaning by brands | 0.895 | ||||||
| Perceived ease of use (PEOU) | Emojis in digital platforms are easy to use | 0.805 | 4.05 | 0.914 | 0.756 | 0.925 | 0.928 |
| The use of emojis in brand digital platforms are easy to interpret | 0.809 | ||||||
| Brands can easily use/include emojis every time they text and/or post | 0.813 | ||||||
| Viewing emojis that are used by brands requires minimal effort | 0.801 | ||||||
| Perceived usefulness (PU) | Emojis improve the meaning of the message from brands and products | 0.864 | 3.99 | 0.944 | 0.769 | 0.930 | 0.933 |
| Emojis in marketing communications are convenient | 0.849 | ||||||
| Emojis in marketing communications improve efficiency | 0.817 | ||||||
| Marketing communications with emojis provide relevant information | 0.736 | ||||||
| Customer engagement (CE) engagement | I can engage with brands that use emojis anytime | 0.773 | 3.95 | 1.014 | 0.781 | 0.935 | 0.938 |
| I always respond to the marketing communications, which include emojis | 0.809 | ||||||
| Emojis effectively influence my level of online engagement with brands | 0.796 | ||||||
| Emojis are engaging when used by brands and products | 0.803 | ||||||
| Intention to purchase (ITP) | Marketing communications with emojis increase purchase intent of featured products | 0.874 | 3.81 | 1.040 | 0.838 | 0.954 | 0.957 |
| Emojis usage by brands and products have a positive impact on my purchase decisions | 0.953 | ||||||
| I will use marketing communications with emojis to purchase a featured product | 0.971 | ||||||
| I will use marketing communications with emojis to buy online | 0.967 |
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