{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,9]],"date-time":"2025-10-09T17:42:03Z","timestamp":1760031723199,"version":"build-2065373602"},"reference-count":114,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2025,4,1]],"date-time":"2025-04-01T00:00:00Z","timestamp":1743465600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Companies use emoticons in the content of their brand fan pages as a means to enhance their relationships with consumers. Few studies have been conducted on how emoticons work on Facebook brand fan pages. In addition, previous research on emoticons does not provide any obvious mechanism for emoticons\u2019 effects, and their findings also have certain limitations as a result that reveal mixed results. This study was designed to clarify the mechanism for emoticons\u2019 effects. Two studies were conducted in total. In Study 1, we conducted a one-way ANOVA on 82 subjects recruited through Amazon Mechanical Turk (MTurk) and PROCESS macro model 4 for the mediation analysis. We confirmed that emoticons lowered the perceived functional value of brand fan pages and increased the perceived hedonic value. In addition, we found that the influence of emoticons on consumer attitudes toward brand fan page was only mediated by the hedonic value. In Study 2A, which examined the influence of product type and brand status, we conducted a 2 (emoticons) \u00d7 2 (product type) \u00d7 2 (brand status) ANOVA on 233 subjects recruited through Amazon MTurk, and contrast analysis and PROCESS macro model 6 were used for the interaction effect analysis and mediation analysis. We found that the positive effect of emoticons only occurred in utilitarian products with high brand status and hedonic products with low brand status. Study 2B, conducted using an Instagram version, yielded results identical to those of Study 2A. Finally, this study\u2019s theoretical and practical implications are discussed.<\/jats:p>","DOI":"10.3390\/jtaer20020062","type":"journal-article","created":{"date-parts":[[2025,4,2]],"date-time":"2025-04-02T07:47:44Z","timestamp":1743580064000},"page":"62","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Emoticon Effects in Facebook Brand Fan Pages: The Roles of Product Type, Brand Status, and the Perceived Value of Brand Fan Pages"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8223-1141","authenticated-orcid":false,"given":"Sun-Jae","family":"Doh","sequence":"first","affiliation":[{"name":"College of General Education, Chung-Ang University, 84, Heukseok-ro, Dongjak-gu, Seoul 06974, Republic of Korea"}]},{"given":"Eun-Ho","family":"Kim","sequence":"additional","affiliation":[{"name":"Department of Management Information Systems, Dong-A University, 225 Gudeok-ro, Seo-gu, Busan 49236, Republic of Korea"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3323-2612","authenticated-orcid":false,"given":"Dongho","family":"Yoo","sequence":"additional","affiliation":[{"name":"Department of Business Administration, Halla University, 28, Halladae-gil, Wonju 26404, Republic of Korea"}]}],"member":"1968","published-online":{"date-parts":[[2025,4,1]]},"reference":[{"unstructured":"Andral, M., and Larroque, A. (2025, January 31). The Emojis Consumer Perception in the Online Advertising. Available online: https:\/\/www.diva-portal.org\/smash\/get\/diva2:971180\/FULLTEXT02.","key":"ref_1"},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"99","DOI":"10.1089\/cpb.2007.9926","article-title":"Emoticons in computer-mediated communication: Social motives and social context","volume":"11","author":"Derks","year":"2008","journal-title":"Cyberpsychol. Behav."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"466","DOI":"10.1016\/j.im.2008.07.001","article-title":"Exploring the potential effects of emoticons","volume":"45","author":"Huang","year":"2008","journal-title":"Inf. Manag."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"324","DOI":"10.1177\/089443930101900307","article-title":"The impacts of emoticons on message interpretation in computer-mediated communication","volume":"19","author":"Walther","year":"2001","journal-title":"Soc. Sci. Comput. Rev."},{"unstructured":"Cummings, C. (2015). Infographic: Emojis Are Becoming a Preferred Communication Tool Across Demographics, Adweek.","key":"ref_5"},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"289","DOI":"10.1016\/j.paid.2017.07.034","article-title":"Who uses emoticons? Data from 86 702 Facebook users","volume":"119","author":"Oleszkiewicz","year":"2017","journal-title":"Personal. Individ. Differ."},{"unstructured":"Burge, J. (2025, January 31). 5 Billion Emojis Sent Daily on Messenger. Emojipedia, Available online: https:\/\/blog.emojipedia.org\/5-billion-emojis-sent-daily-on-messenger\/.","key":"ref_7"},{"unstructured":"Dixon, S.J. (2025, January 31). Social Media\u2014Statistics & Facts. Statista. Available online: https:\/\/www.statista.com\/topics\/1164\/social-networks\/.","key":"ref_8"},{"unstructured":"Dencheva, V. (2025, January 31). Social Media Platforms Used by Marketers Worldwide 2023. Statista. Available online: https:\/\/www.statista.com\/statistics\/259379\/social-media-platforms-used-by-marketers-worldwide.","key":"ref_9"},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"344","DOI":"10.1108\/09564231211248444","article-title":"How to transform consumers into fans of your brand","volume":"23","author":"Verma","year":"2012","journal-title":"J. Serv. Manag."},{"key":"ref_11","first-page":"1","article-title":"An empirical investigation of the impact of Facebook fan page participation on customer behavior","volume":"52","author":"Borle","year":"2012","journal-title":"Mark. Sci."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"595","DOI":"10.1089\/cpb.2007.0132","article-title":"The nonverbal communication functions of emoticons in computer-mediated communication","volume":"11","author":"Lo","year":"2008","journal-title":"CyberPsychology Behav."},{"doi-asserted-by":"crossref","unstructured":"Nelson, R.A., Tossell, C.C., and Kortum, P. (2015). Emoticon use in mobile communications. Encyclopedia of Mobile Phone Behavior, IGI Global.","key":"ref_13","DOI":"10.4018\/978-1-4666-8239-9.ch001"},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"973","DOI":"10.1093\/jcr\/ucy016","article-title":"Service with emoticons: How customers interpret employee use of emoticons in online service encounters","volume":"45","author":"Li","year":"2018","journal-title":"J. Consum. Res."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"1085","DOI":"10.2224\/sbp.2015.43.7.1085","article-title":"Effects of peer consumption on hedonic purchase decisions","volume":"43","author":"Baek","year":"2015","journal-title":"Soc. Behav. Personal. Int. J."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"679","DOI":"10.1002\/mar.20351","article-title":"Design for synergy with brand or price information","volume":"27","author":"Chitturi","year":"2010","journal-title":"Psychol. Mark."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"60","DOI":"10.1509\/jmkr.37.1.60.18718","article-title":"Consumer choice between hedonic and utilitarian goods","volume":"37","author":"Dhar","year":"2000","journal-title":"J. Mark. Res."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"241","DOI":"10.1016\/j.ijresmar.2003.12.004","article-title":"A social influence model of consumer participation in network-and small-group-based virtual communities","volume":"21","author":"Dholakia","year":"2004","journal-title":"Int. J. Res. Mark."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"362","DOI":"10.1108\/OIR-05-2013-0101","article-title":"Key drivers of consumer loyalty to Facebook fan pages","volume":"38","year":"2014","journal-title":"Online Inf. Rev."},{"key":"ref_20","first-page":"773","article-title":"How emotions impact the interactive value formation process during problematic social media interactions","volume":"17","author":"Frau","year":"2023","journal-title":"J. Res. Interact. Mark."},{"key":"ref_21","first-page":"571","article-title":"Enhancing resilience to negative information in consumer-brand interaction: The mediating role of brand knowledge and involvement","volume":"15","author":"Elsharnouby","year":"2021","journal-title":"J. Res. Interact. Mark."},{"key":"ref_22","first-page":"161","article-title":"Editorial\u2013What is an interactive marketing perspective and what are emerging research areas?","volume":"18","author":"Wang","year":"2024","journal-title":"J. Res. Interact. Mark."},{"doi-asserted-by":"crossref","unstructured":"Wang, C.L. (2023). Interactive Marketing is the New Normal. The Palgrave Handbook of Interactive Marketing, Springer International Publishing.","key":"ref_23","DOI":"10.1007\/978-3-031-14961-0"},{"key":"ref_24","first-page":"493","article-title":"How social presence influences consumer purchase intention in live video commerce: The mediating role of immersive experience and the moderating role of positive emotions","volume":"17","author":"Huang","year":"2023","journal-title":"J. Res. Interact. Mark."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"254","DOI":"10.1057\/s41262-020-00211-9","article-title":"Self-construal on brand fan pages: The mediating effect of para-social interaction and consumer engagement on brand loyalty","volume":"28","author":"Kim","year":"2021","journal-title":"J. Brand Manag."},{"key":"ref_26","first-page":"257","article-title":"Converting idol worship into destination loyalty: A study of \u201cidol pilgrimage tour\u201d in China","volume":"18","author":"Tian","year":"2024","journal-title":"J. Res. Interact. Mark."},{"key":"ref_27","first-page":"329","article-title":"Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement","volume":"16","author":"Fathy","year":"2022","journal-title":"J. Res. Interact. Mark."},{"key":"ref_28","first-page":"61","article-title":"I am feeling so good! Motivations for interacting in online brand communities","volume":"17","author":"Bilro","year":"2023","journal-title":"J. Res. Interact. Mark."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"57","DOI":"10.1080\/00913367.2005.10639191","article-title":"Internet uses and gratifications: A structural equation model of interactive advertising","volume":"34","author":"Ko","year":"2005","journal-title":"J. Advert."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"169","DOI":"10.1089\/cpb.2007.0056","article-title":"MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites","volume":"11","author":"Raacke","year":"2008","journal-title":"Cyberpsychol. Behav."},{"key":"ref_31","first-page":"39","article-title":"Student favorite: Facebook and motives for its use","volume":"23","author":"Sheldon","year":"2008","journal-title":"Southwest. Mass Commun. J."},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"57","DOI":"10.1080\/15252019.2003.10722074","article-title":"Internet dependency relations and online consumer behavior: A media system dependency theory perspective on why people shop, chat, and read news online","volume":"3","author":"Patwardhan","year":"2003","journal-title":"J. Interact. Advert."},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"226","DOI":"10.1089\/cyber.2011.0179","article-title":"Same same but different!? The differential influence of smilies and emoticons on person perception","volume":"15","author":"Ganster","year":"2012","journal-title":"Cyberpsychol. Behav. Soc. Netw."},{"doi-asserted-by":"crossref","unstructured":"Aldunate, N., and Gonz\u00e1lez-Ib\u00e1\u00f1ez, R. (2017). An integrated review of emoticons in computer-mediated communication. Front. Psychol., 7.","key":"ref_34","DOI":"10.3389\/fpsyg.2016.02061"},{"key":"ref_35","first-page":"454","article-title":"Effects of emoticons on the acceptance of negative feedback in computer-mediated communication","volume":"15","author":"Wang","year":"2014","journal-title":"J. Assoc. Inf. Syst."},{"unstructured":"Xu, L., Yi, C., and Xu, Y. (2007, January 3\u20136). Emotional expression online: The impact of task, relationship and personality perception on emoticon usage in instant messenger. Proceedings of the PACIS 2007 Proceedings, Auckland, New Zealand.","key":"ref_36"},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"147","DOI":"10.1016\/j.jbusres.2018.11.007","article-title":"To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising","volume":"96","author":"Das","year":"2019","journal-title":"J. Bus. Res."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"83","DOI":"10.1007\/s10919-022-00421-6","article-title":"Emoji alter the perception of emotion in affectively neutral text messages","volume":"47","author":"Neel","year":"2023","journal-title":"J. Nonverbal Behav."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"673","DOI":"10.1007\/s11245-024-10026-x","article-title":"Almost faces?;-) Emoticons and emojis as cultural artifacts for social cognition online","volume":"43","author":"Viola","year":"2024","journal-title":"Topoi"},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"323","DOI":"10.1007\/s10579-022-09611-6","article-title":"Nonverbal communication with emojis in social media: Dissociating hedonic intensity from frequency","volume":"57","author":"Li","year":"2023","journal-title":"Lang. Resour. Eval."},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"233","DOI":"10.1177\/001391657400600205","article-title":"A verbal measure of information rate for studies in environmental psychology","volume":"6","author":"Mehrabian","year":"1974","journal-title":"Environ. Behav."},{"key":"ref_42","first-page":"100842","article-title":"Role of entrepreneurship education, passion and motivation in augmenting Omani students\u2019 entrepreneurial intention: A stimulus-organism-response approach","volume":"21","author":"Anwar","year":"2023","journal-title":"Int. J. Manag. Educ."},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"98","DOI":"10.1016\/j.jcps.2016.05.002","article-title":"Textual paralanguage and its implications for marketing communications","volume":"27","author":"Luangrath","year":"2017","journal-title":"J. Consum. Psychol."},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"511","DOI":"10.25300\/MISQ\/2022\/16300","article-title":"The persuasive power of emoticons in electronic word-of-mouth communication on social networking services","volume":"47","author":"Qiu","year":"2023","journal-title":"MIS Q."},{"key":"ref_45","doi-asserted-by":"crossref","first-page":"104696","DOI":"10.1016\/j.tourman.2022.104696","article-title":"The interaction effect of emoji and social media content on consumer engagement: A mixed approach on peer-to-peer accommodation brands","volume":"96","author":"Wang","year":"2023","journal-title":"Tour. Manag."},{"key":"ref_46","first-page":"76","article-title":"The influence of emoticons on new product evaluation","volume":"17","author":"Bok","year":"2023","journal-title":"J. Mark. Dev. Compet."},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"878","DOI":"10.1037\/0022-3514.82.6.878","article-title":"A model of stereotype content as often mixed: Separate dimensions of competence and warmth respectively follow from status and competition","volume":"82","author":"Fiske","year":"2002","journal-title":"J. Personal. Soc. Psychol."},{"key":"ref_48","doi-asserted-by":"crossref","first-page":"224","DOI":"10.1086\/651566","article-title":"Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter","volume":"37","author":"Aaker","year":"2010","journal-title":"J. Consum. Res."},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"899","DOI":"10.1037\/0022-3514.89.6.899","article-title":"Fundamental dimensions of social judgment: Understanding the relations between judgments of competence and warmth","volume":"89","author":"Judd","year":"2005","journal-title":"J. Personal. Soc. Psychol."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"828","DOI":"10.1037\/a0013320","article-title":"A question of compensation: The social life of the fundamental dimensions of social perception","volume":"96","author":"Kervyn","year":"2009","journal-title":"J. Personal. Soc. Psychol."},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"895","DOI":"10.1509\/jmkr.48.5.895","article-title":"The impact of candidate appearance and advertising strategies on election results","volume":"48","author":"Hoegg","year":"2011","journal-title":"J. Mark. Res."},{"key":"ref_52","first-page":"4","article-title":"Emoticons and impression formation","volume":"19","author":"Fullwood","year":"2007","journal-title":"Appl. Semiot."},{"unstructured":"Zhang, L., Erickson, L.B., and Webb, H.C. (2011, January 6\u20138). Effects of \u201cemotional text\u201d on online customer service chat. Proceedings of the  Graduate Student Research Conference in Hospitality and Tourism, Houston, TX, USA. Available online: https:\/\/core.ac.uk\/download\/pdf\/13605103.pdf.","key":"ref_53"},{"key":"ref_54","doi-asserted-by":"crossref","first-page":"137","DOI":"10.1177\/0021943606297902","article-title":"E-mail recipients\u2019 impressions of senders\u2019 likability: The interactive effect of nonverbal cues and recipients\u2019 personality","volume":"44","author":"Byron","year":"2007","journal-title":"J. Bus. Commun."},{"key":"ref_55","doi-asserted-by":"crossref","first-page":"511","DOI":"10.1016\/S0022-4359(01)00056-2","article-title":"Hedonic and utilitarian motivations for online retail shopping behavior","volume":"77","author":"Childers","year":"2001","journal-title":"J. Retail."},{"key":"ref_56","doi-asserted-by":"crossref","first-page":"644","DOI":"10.1086\/209376","article-title":"Work and\/or fun: Measuring hedonic and utilitarian shopping value","volume":"20","author":"Babin","year":"1994","journal-title":"J. Consum. Res."},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1007\/BF00436035","article-title":"Measuring the hedonic and utilitarian sources of consumer attitudes","volume":"2","author":"Batra","year":"1991","journal-title":"Mark. Lett."},{"key":"ref_58","doi-asserted-by":"crossref","first-page":"166","DOI":"10.1016\/j.jcps.2011.09.006","article-title":"Brands as intentional agents framework: How perceived intentions and ability can map brand perception","volume":"22","author":"Kervyn","year":"2012","journal-title":"J. Consum. Psychol."},{"key":"ref_59","doi-asserted-by":"crossref","first-page":"195","DOI":"10.1016\/j.jcps.2011.10.004","article-title":"\u201cBrands as intentional agents\u201d: Questions and extensions","volume":"22","author":"MacInnis","year":"2012","journal-title":"J. Consum. Psychol."},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"423","DOI":"10.2501\/JAR-2018-005","article-title":"The Risk of omitting warmth or competence information in ads: Advertising strategies for hedonic and utilitarian brand types","volume":"58","author":"Peter","year":"2018","journal-title":"J. Advert. Res."},{"key":"ref_61","doi-asserted-by":"crossref","first-page":"141","DOI":"10.1080\/17439880902923606","article-title":"Facebook, social integration and informal learning at university:\u2018It is more for socialising and talking to friends about work than for actually doing work\u2019","volume":"34","author":"Madge","year":"2009","journal-title":"Learn. Media Technol."},{"key":"ref_62","doi-asserted-by":"crossref","first-page":"463","DOI":"10.1002\/mar.21000","article-title":"Online display advertising: The influence of web site type on advertising effectiveness","volume":"34","author":"Auschaitrakul","year":"2017","journal-title":"Psychol. Mark."},{"key":"ref_63","doi-asserted-by":"crossref","first-page":"309","DOI":"10.1016\/j.jbusres.2007.06.017","article-title":"Hedonic and utilitarian shopping goals: The online experience","volume":"61","author":"Bridges","year":"2008","journal-title":"J. Bus. Res."},{"key":"ref_64","doi-asserted-by":"crossref","first-page":"132","DOI":"10.1086\/208906","article-title":"The experiential aspects of consumption: Consumer fantasies, feelings, and fun","volume":"9","author":"Holbrook","year":"1982","journal-title":"J. Consum. Res."},{"key":"ref_65","doi-asserted-by":"crossref","first-page":"974","DOI":"10.1016\/j.jbusres.2006.03.006","article-title":"Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes","volume":"59","author":"Jones","year":"2006","journal-title":"J. Bus. Res."},{"key":"ref_66","doi-asserted-by":"crossref","first-page":"1160","DOI":"10.1016\/j.jbusres.2006.03.008","article-title":"The effects of utilitarian and hedonic online shopping value on consumer preference and intentions","volume":"59","author":"Overby","year":"2006","journal-title":"J. Bus. Res."},{"key":"ref_67","doi-asserted-by":"crossref","first-page":"434","DOI":"10.1086\/209519","article-title":"Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell","volume":"24","author":"Strahilevitz","year":"1998","journal-title":"J. Consum. Res."},{"key":"ref_68","doi-asserted-by":"crossref","first-page":"310","DOI":"10.1509\/jmkr.40.3.310.19238","article-title":"Measuring the hedonic and utilitarian dimensions of consumer attitude","volume":"40","author":"Voss","year":"2003","journal-title":"J. Mark. Res."},{"key":"ref_69","doi-asserted-by":"crossref","first-page":"98","DOI":"10.1108\/10610421211215517","article-title":"The role of emotional aspects in younger consumer-brand relationships","volume":"21","author":"Hwang","year":"2012","journal-title":"J. Prod. Brand Manag."},{"key":"ref_70","doi-asserted-by":"crossref","first-page":"135","DOI":"10.1177\/002224298605000401","article-title":"Strategic brand concept-image management","volume":"50","author":"Park","year":"1986","journal-title":"J. Mark."},{"key":"ref_71","first-page":"2","article-title":"Sources of the hedonic and utilitarian measuring attitudes consumer","volume":"423","author":"Batra","year":"1990","journal-title":"Consum. Attitudes"},{"unstructured":"Khan, U., Dhar, R., and Wertenbroch, K. (2005). A behavioral decision theory perspective on hedonic and utilitarian choice. Inside Consumption, Routledge.","key":"ref_72"},{"key":"ref_73","doi-asserted-by":"crossref","first-page":"893","DOI":"10.1007\/s11002-012-9196-z","article-title":"Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information","volume":"23","author":"Huettl","year":"2012","journal-title":"Mark. Lett."},{"key":"ref_74","doi-asserted-by":"crossref","first-page":"45","DOI":"10.1177\/002224379903600104","article-title":"The malleable self: The role of self-expression in persuasion","volume":"36","author":"Aaker","year":"1999","journal-title":"J. Mark. Res."},{"key":"ref_75","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1016\/S0022-4359(03)00007-1","article-title":"Hedonic shopping motivations","volume":"79","author":"Arnold","year":"2003","journal-title":"J. Retail."},{"key":"ref_76","doi-asserted-by":"crossref","first-page":"139","DOI":"10.1086\/209154","article-title":"Possessions and the extended self","volume":"15","author":"Belk","year":"1988","journal-title":"J. Consum. Res."},{"key":"ref_77","doi-asserted-by":"crossref","first-page":"121","DOI":"10.1086\/519142","article-title":"Where consumers diverge from others: Identity signaling and product domains","volume":"34","author":"Berger","year":"2007","journal-title":"J. Consum. Res."},{"key":"ref_78","doi-asserted-by":"crossref","first-page":"79","DOI":"10.1007\/s11002-006-4219-2","article-title":"Some antecedents and outcomes of brand love","volume":"17","author":"Carroll","year":"2006","journal-title":"Mark. Lett."},{"key":"ref_79","doi-asserted-by":"crossref","first-page":"167","DOI":"10.1007\/s11747-011-0269-y","article-title":"The role of aesthetic taste in consumer behavior","volume":"40","author":"Hoyer","year":"2012","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_80","doi-asserted-by":"crossref","first-page":"344","DOI":"10.1108\/JSM-04-2014-0118","article-title":"Embracing CSR in pro-social relationship marketing program: Understanding driving forces of positive consumer responses","volume":"29","author":"Hwang","year":"2015","journal-title":"J. Serv. Mark."},{"key":"ref_81","first-page":"33","article-title":"Effects of reputation and website quality on online consumers\u2019 emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model","volume":"7","author":"Kim","year":"2013","journal-title":"J. Res. Interact. Mark."},{"key":"ref_82","doi-asserted-by":"crossref","first-page":"307","DOI":"10.1002\/cb.1521","article-title":"Is Cinderella resurging? The impact of consumers\u2019 underdog disposition on brand preferences: Underdog brand biography and brand status as moderators","volume":"14","author":"Kao","year":"2015","journal-title":"J. Consum. Behav."},{"key":"ref_83","doi-asserted-by":"crossref","first-page":"67","DOI":"10.1108\/10610420210423455","article-title":"Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption","volume":"11","author":"Frost","year":"2002","journal-title":"J. Prod. Brand Manag."},{"key":"ref_84","doi-asserted-by":"crossref","first-page":"524","DOI":"10.1108\/03090560210422871","article-title":"Marketing, the consumer society and hedonism","volume":"36","year":"2002","journal-title":"Eur. J. Mark."},{"key":"ref_85","first-page":"25","article-title":"Exploring consumer status and conspicuous consumption","volume":"4","author":"McEwen","year":"2004","journal-title":"J. Consum. Behav. Int. Res. Rev."},{"key":"ref_86","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1177\/002224298905300201","article-title":"Managing what consumers learn from experience","volume":"53","author":"Hoch","year":"1989","journal-title":"J. Mark."},{"key":"ref_87","doi-asserted-by":"crossref","first-page":"605","DOI":"10.2501\/IJA-31-3-605-622","article-title":"The moderating influence of brand status and source confirmation on third-party endorsement effects in advertising","volume":"31","author":"Wang","year":"2012","journal-title":"Int. J. Advert."},{"key":"ref_88","doi-asserted-by":"crossref","first-page":"243","DOI":"10.1002\/jcpy.1069","article-title":"How Power States Influence the Persuasiveness of Top-Dog versus Underdog Appeals","volume":"29","author":"Jin","year":"2019","journal-title":"J. Consum. Psychol."},{"key":"ref_89","doi-asserted-by":"crossref","first-page":"775","DOI":"10.1086\/656219","article-title":"The underdog effect: The marketing of disadvantage and determination through brand biography","volume":"37","author":"Paharia","year":"2010","journal-title":"J. Consum. Res."},{"key":"ref_90","doi-asserted-by":"crossref","first-page":"473","DOI":"10.1002\/mar.20069","article-title":"Advertising weak and strong brands: Who gains?","volume":"22","author":"Lange","year":"2005","journal-title":"Psychol. Mark."},{"key":"ref_91","doi-asserted-by":"crossref","first-page":"165","DOI":"10.2501\/S0265048710201117","article-title":"How advertising strategy affects brand and USP recall for new brands and extensions","volume":"29","author":"Dens","year":"2010","journal-title":"Int. J. Advert."},{"key":"ref_92","doi-asserted-by":"crossref","first-page":"131","DOI":"10.1207\/s15327663jcp0702_02","article-title":"Brand equity as a signaling phenomenon","volume":"7","author":"Erdem","year":"1998","journal-title":"J. Consum. Psychol."},{"key":"ref_93","doi-asserted-by":"crossref","first-page":"27","DOI":"10.1016\/j.ijresmar.2015.06.004","article-title":"The influence of social media interactions on consumer\u2013brand relationships: A three-country study of brand perceptions and marketing behaviors","volume":"33","author":"Hudson","year":"2016","journal-title":"Int. J. Res. Mark."},{"key":"ref_94","doi-asserted-by":"crossref","first-page":"362","DOI":"10.1108\/QMR-06-2013-0041","article-title":"Why people use social media: A uses and gratifications approach","volume":"16","author":"Whiting","year":"2013","journal-title":"Qual. Mark. Res."},{"key":"ref_95","doi-asserted-by":"crossref","first-page":"702","DOI":"10.1509\/jmkr.44.4.702","article-title":"Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences","volume":"44","author":"Chitturi","year":"2007","journal-title":"J. Mark. Res."},{"key":"ref_96","doi-asserted-by":"crossref","first-page":"155","DOI":"10.1509\/jmkr.39.2.155.19084","article-title":"Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards","volume":"39","author":"Kivetz","year":"2002","journal-title":"J. Mark. Res."},{"unstructured":"Maslow, A.H. (1970). Motivation and Personality, Harper and Row. [2nd ed.].","key":"ref_97"},{"key":"ref_98","doi-asserted-by":"crossref","first-page":"41","DOI":"10.1177\/002224378502200104","article-title":"Measuring consumer involvement profiles","volume":"22","author":"Laurent","year":"1985","journal-title":"J. Mark. Res."},{"key":"ref_99","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1177\/1745691610393980","article-title":"Amazon\u2019s Mechanical Turk: A new source of inexpensive, yet high-quality, data?","volume":"6","author":"Buhrmester","year":"2011","journal-title":"Perspect. Psychol. Sci."},{"key":"ref_100","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1017\/S1930297500002205","article-title":"Running experiments on amazon mechanical turk","volume":"5","author":"Paolacci","year":"2010","journal-title":"Judgm. Decis. Mak."},{"key":"ref_101","doi-asserted-by":"crossref","first-page":"567","DOI":"10.1007\/s10551-015-2695-0","article-title":"\u201cYes, but this other one looks better\/works better\u201d: How do consumers respond to trade-offs between sustainability and other valued attributes?","volume":"140","author":"Luchs","year":"2017","journal-title":"J. Bus. Ethics"},{"key":"ref_102","doi-asserted-by":"crossref","first-page":"879","DOI":"10.3758\/BRM.40.3.879","article-title":"Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models","volume":"40","author":"Preacher","year":"2008","journal-title":"Behav. Res. Methods"},{"key":"ref_103","doi-asserted-by":"crossref","first-page":"197","DOI":"10.1086\/651257","article-title":"Reconsidering Baron and Kenny: Myths and truths about mediation analysis","volume":"37","author":"Zhao","year":"2010","journal-title":"J. Consum. Res."},{"key":"ref_104","doi-asserted-by":"crossref","first-page":"979","DOI":"10.1016\/j.jbusres.2009.01.021","article-title":"Relative importance of online versus offline information for Internet purchases: Product category and Internet experience effects","volume":"63","author":"Cheema","year":"2010","journal-title":"J. Bus. Res."},{"key":"ref_105","doi-asserted-by":"crossref","first-page":"467","DOI":"10.1509\/jmr.13.0488","article-title":"Cost conscious? The neural and behavioral impact of price primacy on decision making","volume":"52","author":"Karmarkar","year":"2015","journal-title":"J. Mark. Res."},{"key":"ref_106","doi-asserted-by":"crossref","first-page":"215","DOI":"10.1207\/s15327663jcp0803_02","article-title":"The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand","volume":"8","author":"Strahilevitz","year":"1999","journal-title":"J. Consum. Psychol."},{"key":"ref_107","doi-asserted-by":"crossref","first-page":"1875","DOI":"10.4304\/jcp.6.9.1875-1879","article-title":"Corporate-, product-, and user-image dimensions and purchase intentions","volume":"6","author":"Li","year":"2011","journal-title":"J. Comput."},{"key":"ref_108","first-page":"2457","article-title":"Emoticon, Emoji, and Sticker Use in Computer-Mediated Communication: A Review of Theories and Research Findings","volume":"13","author":"Tang","year":"2019","journal-title":"Int. J. Commun."},{"key":"ref_109","doi-asserted-by":"crossref","first-page":"1889","DOI":"10.1016\/j.jbusres.2013.02.010","article-title":"Corporate social responsibility effects on social network sites","volume":"66","author":"Jeong","year":"2013","journal-title":"J. Bus. Res."},{"key":"ref_110","doi-asserted-by":"crossref","first-page":"65","DOI":"10.1509\/jmkg.64.4.65.18071","article-title":"A benefit congruency framework of sales promotion effectiveness","volume":"64","author":"Chandon","year":"2000","journal-title":"J. Mark."},{"key":"ref_111","doi-asserted-by":"crossref","first-page":"493","DOI":"10.1111\/ijcs.12125","article-title":"Green spirit: Consumer empathies for green apparel","volume":"38","author":"Cowan","year":"2014","journal-title":"Int. J. Consum. Stud."},{"unstructured":"Hair, J.F., Black, W.C., Babin, B.J., and Anderson, R.E. (2010). Multivariate data analysis. Multivariate Data Analysis, Pearson.","key":"ref_112"},{"key":"ref_113","doi-asserted-by":"crossref","first-page":"76","DOI":"10.1016\/j.chb.2018.10.017","article-title":"\u201cLikes\u201d as social rewards: Their role in online social comparison and decisions to like other People\u2019s selfies","volume":"92","author":"Hastall","year":"2019","journal-title":"Comput. Hum. Behav."},{"unstructured":"Park, J., Barash, V., Fink, C., and Cha, M. (2013, January 8\u201311). Emoticon style: Interpreting differences in emoticons across cultures. Proceedings of the Seventh International AAAI Conference on Weblogs and Social Media, Cambridge, MA, USA.","key":"ref_114"}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/2\/62\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,9]],"date-time":"2025-10-09T17:07:41Z","timestamp":1760029661000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/2\/62"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,4,1]]},"references-count":114,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2025,6]]}},"alternative-id":["jtaer20020062"],"URL":"https:\/\/doi.org\/10.3390\/jtaer20020062","relation":{},"ISSN":["0718-1876"],"issn-type":[{"type":"electronic","value":"0718-1876"}],"subject":[],"published":{"date-parts":[[2025,4,1]]}}}