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The Effect of the Smiley Emoji and S...

Choi, Juwhan.

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The Effect of the Smiley Emoji and Sparkles Emoji in TikTok Beauty Product Ads on Female Gen Z's Emotional Valence and Purchase Intention.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Effect of the Smiley Emoji and Sparkles Emoji in TikTok Beauty Product Ads on Female Gen Z's Emotional Valence and Purchase Intention./
Author:	Choi, Juwhan.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	109 p.
Notes:	Source: Masters Abstracts International, Volume: 85-01.
Contained By:	Masters Abstracts International85-01.
Subject:	Communication. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30243109
ISBN:	9798379904715

The Effect of the Smiley Emoji and Sparkles Emoji in TikTok Beauty Product Ads on Female Gen Z's Emotional Valence and Purchase Intention.
Choi, Juwhan.

The Effect of the Smiley Emoji and Sparkles Emoji in TikTok Beauty Product Ads on Female Gen Z's Emotional Valence and Purchase Intention. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 109 p.

Source: Masters Abstracts International, Volume: 85-01.

Thesis (M.A.)--Washington State University, 2023.

This item must not be sold to any third party vendors.

The current study, which utilized a 3 (product type) x 3 (emoji type) within-group repeated measures design, examined the effect of the smiley emoji and sparkles emoji on Generation Z female individuals' emotional valence and purchase intention toward promoted beauty products when they are presented in TikTok women's beauty product promotional video content. The promotional videos were developed by researchers by using TikTok and presented women's beauty products (bracelet, lipstick, or perfume) with the smiley emoji or sparkles emoji. Testing these promotional videos provided evidence to the assertion that the smiley emoji or sparkles emoji have an effect on Gen Z female individuals' positive emotional valence and purchase intention when the emojis are included in actual TikTok influencer video ads as message features since the developed videos in this study were developed via TikTok and only showed the products and emojis. 45 female college students who are between the age of 18 and 25 participated in this study. In this study, the participants' emotional valence - positive and negative emotional valence while they were viewing the video stimuli - and purchase intention was measured by using facial electromyography (facial EMG) and self-reports. Specifically, positive emotional valence was measured by facial EMG and self-reports while negative emotional valence and purchase intention were measured by self-reports only. According to the facial EMG data analysis, the smiley emoji and sparkles emoji did not have a main effect on participants' positive emotional valence when they were included in women's beauty product TikTok videos. However, according to the results of self reports measuring positive emotional valence, the smiley emoji and sparkles emoji had a conscious cognitive effect on participants' positive emotional valence when included in women's beauty product TikTok videos. Moreover, results of purchase intention self-reports indicate that the smiley emoji and sparkles emoji had a main effect on participants' purchase intention toward promoted products when included in women's beauty TikTok videos. This study provides marketers, advertisers, and TikTok influencers (creators) that the smiley emoji and sparkle emoji can be used as an emotionally appealing message feature in TikTok videos.

ISBN: 9798379904715Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Emoji type

The Effect of the Smiley Emoji and Sparkles Emoji in TikTok Beauty Product Ads on Female Gen Z's Emotional Valence and Purchase Intention.
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245 1 0 $a The Effect of the Smiley Emoji and Sparkles Emoji in TikTok Beauty Product Ads on Female Gen Z's Emotional Valence and Purchase Intention.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2023
300 $a 109 p.
500 $a Source: Masters Abstracts International, Volume: 85-01.
500 $a Advisor: Bolls, Paul.
502 $a Thesis (M.A.)--Washington State University, 2023.
506 $a This item must not be sold to any third party vendors.
520 $a The current study, which utilized a 3 (product type) x 3 (emoji type) within-group repeated measures design, examined the effect of the smiley emoji and sparkles emoji on Generation Z female individuals' emotional valence and purchase intention toward promoted beauty products when they are presented in TikTok women's beauty product promotional video content. The promotional videos were developed by researchers by using TikTok and presented women's beauty products (bracelet, lipstick, or perfume) with the smiley emoji or sparkles emoji. Testing these promotional videos provided evidence to the assertion that the smiley emoji or sparkles emoji have an effect on Gen Z female individuals' positive emotional valence and purchase intention when the emojis are included in actual TikTok influencer video ads as message features since the developed videos in this study were developed via TikTok and only showed the products and emojis. 45 female college students who are between the age of 18 and 25 participated in this study. In this study, the participants' emotional valence - positive and negative emotional valence while they were viewing the video stimuli - and purchase intention was measured by using facial electromyography (facial EMG) and self-reports. Specifically, positive emotional valence was measured by facial EMG and self-reports while negative emotional valence and purchase intention were measured by self-reports only. According to the facial EMG data analysis, the smiley emoji and sparkles emoji did not have a main effect on participants' positive emotional valence when they were included in women's beauty product TikTok videos. However, according to the results of self reports measuring positive emotional valence, the smiley emoji and sparkles emoji had a conscious cognitive effect on participants' positive emotional valence when included in women's beauty product TikTok videos. Moreover, results of purchase intention self-reports indicate that the smiley emoji and sparkles emoji had a main effect on participants' purchase intention toward promoted products when included in women's beauty TikTok videos. This study provides marketers, advertisers, and TikTok influencers (creators) that the smiley emoji and sparkle emoji can be used as an emotionally appealing message feature in TikTok videos.
590 $a School code: 0251.
650 4 $a Communication. $3 524709
650 4 $a Web studies. $3 2122754
650 4 $a Multimedia communications. $3 590562
653 $a Emoji type
653 $a Positive emotional valence
653 $a TikTok
653 $a Women's beauty product
653 $a Promotional videos
653 $a TikTok videos
653 $a Smiley emoji
653 $a Sparkles emoji
690 $a 0459
690 $a 0338
690 $a 0558
690 $a 0646
710 2 $a Washington State University. $b Edward R. Murrow College of Communication. $3 3695383
773 0 $t Masters Abstracts International $g 85-01.
790 $a 0251
791 $a M.A.
792 $a 2023
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30243109