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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.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	The Effect of the Smiley Emoji and Sparkles Emoji in TikTok Beauty Product Ads on Female Gen Z's Emotional Valence and Purchase Intention./
作者:	Choi, Juwhan.
面頁冊數:	1 online resource (109 pages)
附註:	Source: Masters Abstracts International, Volume: 85-01.
Contained By:	Masters Abstracts International85-01.
標題:	Multimedia communications. -
電子資源:	click for full text (PQDT)
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. - 1 online resource (109 pages)

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

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

Includes bibliographical references

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.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798379904715Subjects--Topical Terms:

655342
Multimedia communications.
Subjects--Index Terms:

Emoji typeIndex Terms--Genre/Form:

554714
Electronic books.

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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