Emojis and consumer-based brand equity : mediation role of engagement

Non-verbal communication tools, such as emojis, are an important means of persuasion for food delivery applications (FDAs). Using social exchange theory, the current research, conducted in India given its fast-growing FDA category, examines the impact of emojis on the different components of consumer engagement (CE) and consumer-based brand equity (CBBE). Results from two studies, with a combined sample size of 557 people who are heavy users of FDAs and are in the age group 25-44 years, indicate a positive influence of emojis on dimensions of CE and CBBE. The results indicate that affective and activation engagements, as components of CE, mediate the influence of emojis on value and brand equities, components of CBBE. However, this mediation link is insignificant for cognitive engagement. The study contributes to the interplay of affect and cognition in the context of FDA messages containing emojis and their role in shaping CBBE.