BOOSTING PURCHASE INTENTIONS WITH EMOJIS
(How Somethinc's Firm-Generated Content On Social Media X Attracts Consumers)
Main Article Content
Emojis have rapidly evolved with the advancement of online communication, becoming a staple in various marketing communications, including Firm-Generated Content (FGC). Despite their prevalence, research on the impact of emojis in FGC, particularly on purchase intentions, remains limited. This study aims to explore the influence of emoji usage in FGC on purchase intentions, focusing on the brand Somethinc in the beauty industry. The study targets followers of Somethinc's account on Platform X, investigating emojis as a dependent variable affecting purchase intentions as an independent variable, with positive affect as a mediator and product type as a moderator. This descriptive research employs a quantitative method using SEM-PLS to analyze data collected via purposive sampling in a one-shot cross-sectional manner. Findings reveal a positive and significant relationship between emojis and purchase intentions, mediated by positive affect. The product type, whether hedonic or utilitarian, moderates the positive affect induced by emojis in FGC. These results highlight the impact of emojis in enhancing positive affect and purchase intentions in FGC.
Annur, C. M. (2024). Perawatan dan Kecantikan, Kategori FMCG Terlaris di E-commerce RI 2023. Databoks.
Ariyanti, M., & Sahal, I. A. (2023). Pengaruh Social Media Marketing Terhadap Purchase Intention Produk Fashion Shopee. SEIKO: Journal of Management & Business, 6(1), 104–122.
Bettiga, D., Bianchi, A. M., Lamberti, L., & Noci, G. (2020). Consumers emotional responses to functional and hedonic products: a neuroscience research. Frontiers in Psychology, 11, 559779.
Büyükdağ, N., Soysal, A. N., & Kı̇tapci, O. (2020). The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research. Journal of Retailing and Consumer Services, 55, 102112.
Chang, Y.-W., Hsu, P.-Y., Chen, J., Shiau, W.-L., & Xu, N. (2023). Utilitarian and/or hedonic shopping–consumer motivation to purchase in smart stores. Industrial Management & Data Systems, 123(3), 821–842.
Charviandi, A., Wijaya, A., Noviany, H., Suhartini, Y., & Abdullah, M. A. F. (2023). Manajemen Pemasaran (Perspektif Digital Marketing) (Fachrurazi & I. K. E. Mulyana (eds.)). Eureka Media Aksara.
Compas. (2022). 10 Brand Skincare Lokal Terlaris di Online Marketplace. Compas.Co.Id. https://compas.co.id/article/brand-skincare-lokal-terlaris/
Das, G., Wiener, H. J. D., & Kareklas, I. (2019). To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising. Journal of Business Research, 96, 147–156.
Dwiputrianti, S., Nugroho, A. B., Islam, V. R., & Kurniawan, I. (2023). Increasing Consumer Hedonic Shopping Motivation in Encouraging the Purchase of Local Skincare Products’ Somethinc’. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 4(2), 200–210.
Erlangga, H. (2021). Effect of digital marketing and social media on purchase intention of Smes food products. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3672–3678.
Faza, L. A., Agustini, P. M., Maesaroh, S., Purnomo, A. C., & Nabila, E. A. (2022). Motives for purchase of skin care product users (phenomenology study on women in dki jakarta). ADI Journal on Recent Innovation, 3(2), 139–152.
Fischer, B., & Herbert, C. (2021). Emoji as affective symbols: affective judgments of emoji, emoticons, and human faces varying in emotional content. Frontiers in Psychology, 12, 645173.
Fonseca, L. M., Domingues, J. P., & Dima, A. M. (2020). Mapping the Sustainable Development Goals Relationships. MDPI, 12, 3359. https://doi.org/doi:10.3390/su12083359
Galliot, A.-D., & Tarasova, E. (2023). The Top Emojis of 2023. Meltwater. https://www.meltwater.com/en/blog/top-emojis-2023
Gesselman, A. N., Ta, V. P., & Garcia, J. R. (2019). Worth a thousand interpersonal words: Emoji as affective signals for relationship-oriented digital communication. PloS One, 14(8), e0221297.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer On Partial Least Squares Structural Model Equation Modelling (PLS-SEM) (2nd ed.). SAGE Publications.
Heidari, A. (2023). Emoji: A Baroque Body in the Theatricality of Online Interactions. Screen Bodies, 8(2), 27–41.
Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133–151.
Humaira, F. R. (2022). Pemanfaatan Internet oleh Pelaku Usaha Digital. Databoks. https://databoks.katadata.co.id/datapublish/2022/07/14/pemanfaatan-internet-oleh-pelaku-usaha-digital
Islam, M., Kang, M., & Haile, T. T. (2021). Do hedonic or utilitarian types of online product reviews make reviews more helpful?: A new approach to understanding customer review helpfulness on Amazon. Journal of Global Information Management (JGIM), 29(6), 1–18.
Kaye, L. K., & Schweiger, C. R. (2023). Are emoji valid indicators of in-the-moment mood? Computers in Human Behavior, 148, 107916.
Kemp, S. (2024). Digital 2024: Indonesia. https://datareportal.com/reports/digital-2024-indonesia
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (Seventeent). Pearson Education.
Kousi, S., Halkias, G., & Kokkinaki, F. (2023). Hedonic objects and utilitarian experiences: The overriding influence of hedonism in driving consumer happiness. Psychology & Marketing, 40(8), 1634–1645.
Lancu, M. (2022). The Most Used Emoji on Twitter. Crossword Solver. https://crossword-solver.io/the-most-used-emoji-on-twitter/
Maiberger, T., Schindler, D., & Koschate-Fischer, N. (2024). Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth. Journal of the Academy of Marketing Science, 52(1), 119–139.
Mardhatilah, D., & Omar, A. (2023). How Fgc Building Consumer Engagement In Social Media: Literature Review. International Journal of Accounting, 8(46), 299–313.
Mardotillah, A. R., & Ariyanti, M. (2023). Pengaruh Online Consumer Review, Social Media Advertisement, Dan Influencer Endorsement Terhadap Online Purchase Intention Produk Azarine Di Kota Bandung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2),
McClure, C., & Seock, Y.-K. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53, 101975.
McShane, L., Pancer, E., Poole, M., & Deng, Q. (2021). Emoji, playfulness, and brand engagement on twitter. Journal of Interactive Marketing, 53(1), 96–110.
Mladenović, D., Koštiál, K., Ljepava, N., Částek, O., & Chawla, Y. (2023). Emojis to conversion on social media. International Journal of Consumer Studies, 47(3), 977–994.
Moslehpour, M., Ismail, T., Purba, B., & Wong, W.-K. (2021). What makes GO-JEK go in Indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89–103.
Salavera, C., Usán, P., & Teruel, P. (2020). The mediating role of positive and negative affects in the relationship between self-esteem and happiness. Psychology Research and Behavior Management, 355–361.
Savitri, C., Hurriyati, R., Wibowo, L., & Hendrayati, H. (2022). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192.
Shiota, M. N., Papies, E. K., Preston, S. D., & Sauter, D. A. (2021). Positive affect and behavior change. Current Opinion in Behavioral Sciences, 39, 222–228.
Suryawan, T. G. A. W. K., Sumerta, I. K., Vatara, I. G. A., & Abdullah, S. (2022). The Impact of Online Reviews and Ratings toward Shopee’s Customer Purchase Intention in Gianyar Regency. JBTI: Jurnal Bisnis: Teori Dan Implementasi, 13(3), 176–192.
Wagner, A., Marusek, S., & Yu, W. (2020). Sarcasm, the smiling poop, and E-discourse aggressiveness: getting far too emotional with emojis. In Social Semiotics (Vol. 30, Issue 3, pp. 305–311). Taylor & Francis.
Waluyo, D. (2024). Kinclong Industri Kosmetik Tanah Air. Indonesia.Go.Id. https://www.indonesia.go.id/kategori/editorial/7984/kinclong-industri-kosmetik-tanah-air?lang=1
Wang, X., Cheng, M., Li, S., & Jiang, R. (2023). The interaction effect of emoji and social media content on consumer engagement: A mixed approach on peer-to-peer accommodation brands. Tourism Management, 96, 104696.
Wijeratne, S., Saggion, H., Kiciman, E., & Sheth, A. P. (2020). Emoji Understanding and applications in social media: lay of the land and special issue introduction. In ACM Transactions on Social Computing (Vol. 3, Issue 2, pp. 1–5). ACM New York, NY, USA.
Wirza, Y., Hanifah, H., & Hanifah, H. (2020). The difference in emoji usage between genders. Twelfth Conference on Applied Linguistics (CONAPLIN 2019), 232–236.
Yang, Q., Li, H., Lin, Y., Jiang, Y., & Huo, J. (2022). Fostering consumer engagement with marketer-generated content: the role of content-generating devices and content features. Internet Research, 32(7), 307–329.
Yonatan, A. (2024). Produk Kecantikan Jadi Produk FMCG yang Paling Banyak Dibeli di E-commerce 2023. Goodstats.Id. https://data.goodstats.id/statistic/produk-kecantikan-jadi-produk-fmcg-yang-paling-banyak-dibeli-di-e-commerce-2023-u7UTz