Abstract:

Purpose - Establishing solid and strong communication bridges between the brand and the customer is an obligation for success. Brands who want to establish strong relationships with their customers are looking for new ways to deliver their messages more effectively to the target audience. In recent years, brands have begun to communicate with their customers in a different way. Companies are focused on the use of emoji that is often used in communication in their marketing activities in daily life. This direction has revealed the concept of “emoji marketing”. The study aims to reflect the perception of emoji in customers and the use of emoji in marketing communication on consumers and to observe the impact on consumer decisions. Method - An survey app was conducted to reveal the perception that emoji generates in consumers and to observe the impact of emoji in consumers' purchasing processes. In addition, the research has been carried out in the sample of the research in the context of consumer attitudes. The findings - The research finds that individuals use emojis quite frequently in mobile communication processes and pay more attention to brands using emojis in advertising campaigns. Discussions - You can compare the different samples that will be done after this in relation to Emoji marketing. New dimensions can be added to the work model. In addition, industry and goods and services-based differences can be assessed from the emoji marketing perspective.

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