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To smile or not to smile? Emoji-enhanced chatbots, brand coolness, and behavioral intention

Truvace record
TRV-2026-2688raw data (JSON)
Version
v1Published
First published
Evidence type
Controlled or validated comparison
Sources
1 sourcePeer-reviewed
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6dc4d6eb5118…check it

Based on the Computers-as-Social-Actors (CASA) framework, this paper explores how emojis in chatbot conversations and perceived brand coolness interact with consumers’ attitudes toward the e-shop (Ae-shop) to influence their behavioral intention (BI) to follow chatbot recommendations. Two online, 2 (brand coolness: low vs. high) ×2 (chatbot with emojis usage: with vs. without) between-subjects experiments with 208 and 296 Greek Gen Z consumers, respectively, were conducted, while measuring the moderating effect…

The gain

In two experiments with 208 and 296 Greek Gen Z consumers, shoppers with a positive attitude toward the e-shop were more inclined to follow a chatbot's recommendations when it used emojis and when the brand was seen as cool.

What this doesn’t fix

Both experiments involved only Greek Gen Z consumers, so the findings may not apply to other age groups or countries.

Sources

1 on file
  1. Journal of Marketing Communicationsdoi:10.1080/13527266.2026.2677091
    Peer-reviewed2026-05-26

Cite this record

v1

Truvace Impact Record TRV-2026-2688, v1: “To smile or not to smile? Emoji-enhanced chatbots, brand coolness, and behavioral intention.” Truvace, 2026-11-12. /record/TRV-2026-2688 (accessed on the day you copy it). sha256 6dc4d6eb51181891…

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  1. Publishedv16dc4d6eb5118…

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