Friendship triad
brands, emojis and consumers
Keywords:
Symbolism in communication-Research, Semiotics, Digital Communications, Brands, Consumer behaviorAbstract
Brands saw that the market used emojis as a new sign
of message transmission. Therefore, these brands
decide to adopt these icons and make them part of
their communication. So, its important to investigate
how brands are building branding and engagement
with younger consumers and thus create positive
perceptions of themselves and choose them in the
market. In this sense, the work was done under a
semiotic approach with a mixed methodology. The first part wanted to know reasons for use, frequency and roles that emojis are playing in digital communication. The second part was for deepened the true meanings given to these icons and the phenomenon of migration to the commercial world were explored.
ECMH ABIERTA_AT_N13-2019-104-121.
References
Alshenqeeti, H. (2016). Are Emojis Creating a New or Old Visual Language for New. Advances in Language and Literary Studies, 56-69. Recuperado el 8 de septiembre de 2018 de http://www.journals.aiac.org.au/index.php/alls/article/view/2823/2398
Captriotti, P. (2009). Branding corporativo. Fundamentos para la gestión estratégica de la identidad corporativa. Santiago: Andros Impresores. Recuperado el 20 de marzo de 2019 de http://www.analisisdemedios.com/branding/BrandingCorporativo.pdf
Chaffey, D. y Ellis-Chadwick, F. (2014). Marketing digital. Estrategia, implementación y práctica (Quinta ed.). (S. N. Ramos, Trad.) México D. F.: Pearson Educación.
Eco, U. (1999). La estructura ausente: introducción a la semiótica. Barcelona: Lumen.
Hanson, W. (2001). Principios de mercadotecnia en internet. México D. F.: International Thomson Editores, S. A. de C. V.
Hernández, M. Á., Estrade, J. M. y Soro, D. J. (2017). Marketing Digital - Mobile marketing, SEO y Analítica web. Madrid: Ediciones Anaya Multimedia.
Hu, T., Guo, H., Sun, H., Nguyen, T. y Luo, J. (2017). Spice up Your Chat: The Intentions and Sentiment Effects of Using Emoji. ArVic. Recuperado el 8 de septiembre de 2018 de https://arxiv.org/pdf/1703.02860.pdf
Maciá, F. y Santajo, M. (2016). Marketing en redes sociales. Madrid: Ediciones Anaya Multimedia.
Mazor, E. L. (2018). “Symbolism as the Language of Millennials”. Linguistics Senior Research Projects., 1-25. Recuperado el 8 de junio de 2018 de http://digitalcommons.cedarville.edu/linguistics_senior_projects/19
Mier, M. A. (2010). Los millennials: la generación de las. Círculos de escritores, 3. Recuperado el 4 de octubre de 2018 de http://repositorio.iberopuebla.mx/bitstream/handle/20.500.11777/2524/3.%20EC%20-%20Mtra.%20Marisol%20Aguilar%20Mier%20(12-10-2016).pdf?sequence=1
Moschini, I. (2017). The “Face with Tears of Joy” Emoji. A Socio-Semiotic and Multimodal. Hermes - Journal of language and communication in business, 11-25. Recuperado el 8 de septiembre de 2018 de https://tidsskrift.dk/her/article/view/24286
Movistar SV. (20 de septiembre de 2017). Departamento de Emojis Movistar. Recuperado el 9 de junio de 2018 de https://www.youtube.com/watch?v=AylGr9--e_8
Peirce, C. S. (1974). La ciencia de la semiótica. Buenos Aires: Buena Visión.
Real Academia Española. (2014). Diccionario de la Lengua Española (23.ª ed.). Madrid. Recuperado el 25 de marzo de 2019 de http://www.rae.es/diccionario-de-la-lengua-espanola.
Rocher, G. (2006). Introducción a la sociología general. Barcelona: Herder.
Smith, M. (2012). El nuevo marketing relacional. Madrid: Grupo Anaya, S. A.
Temporal, P. y Lee, K. (2003). Branding de alta tecnología. Creando poder de marca en la nueva dinámica del mercado. México D. F.: McGraw-Hill Interamericana.
Vangelov, N. (2017). Emojis Marketing in Communications. Balkan Social Science Review, 132-147. Recuperado el 15 de septiembre de 2018 de http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=4&sid=567a27d9-43d2-4346-bb53-e25120084937%40sessionmgr102
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
All texts published in Revista Abierta Anuario de Investigación, without exception, are distributed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0 International) license, which allows third parties to use what is published as long as they mention the authorship of the work to the journal as the first medium in which it was published.
