UN 370 - IJRM. Decoding Emoji Marketing.
Jul 10, 2025•28 min•Ep. 370
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Episode description
Marketing researchers Jacob Almaguer, Reto Felix, and Colleen Harmeling unpack the strategic use of emojis in brand communication. Their conceptual framework explores how emojis shape clarity, intimacy, and consumer perception — highlighting the importance of context, audience, and cultural nuance.
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