表情符号研究综述及展望——表情符号在营销领域的应用与启示  

A Systematic Review of Emojis Research and Its Prospects:Emojis Usage in Marketing and Its Implications

作　　者：邹健 江晓东 Zou Jian;Jiang Xiaodong(College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China)

机构地区：[1]上海财经大学商学院,上海200433

出　　处：《外国经济与管理》2022年第4期106-119,共14页Foreign Economics & Management

基　　金：国家自然科学基金青年项目(71202006);2014年度上海市浦江人才计划资助(14PJC037);上海财经大学2019年研究生创新基金(CXJJ-2019-321)。

摘　　要：表情符号是指营销者或消费者用以传递信息、调节气氛、实现娱乐以及满足其他需求的指代情绪的非书面语言符号,如字符、颜文字、绘文字、表情包等图形或非图形符号。由于表情符号的广泛使用,越来越多的消费者与品牌加入表情包的创造队伍,表情符号的意义被不断解构和重构。因此,表情符号源于表情,不止于表情,表情符号的核心是符号。表情符号营销是指在品牌管理、广告以及产品设计等过程中利用表情符号的营销策略。本文通过文献计量分析法与传统的定性文献回顾法的结合来梳理和回顾表情符号相关的研究。首先,本文通过回顾表情符号的类别与演变,在界定表情符号定义的同时指出未来表情符号的内涵可能需要进一步的界定。其次,系统梳理了影响个体使用表情符号的因素(包括个体、社会与动机因素)与表情符号营销的后效(包括品牌管理、口碑营销、广告营销、产品设计以及消费者情绪研究)及其机制。最后,本文提出了未来潜在的研究方向,以期为将来表情符号领域的研究提供启发。As emojis have penetrated every field in daily life,they have become critical management and marketing tools.With the popularity of emojis,emoji marketing was born.Emoji marketing refers to the marketing strategy that uses emojis in brand management,advertising,and product design.However,despite the rapid development of emoji marketing practice,the theoretical research on emoji marketing is still in the initial stage.The existing research on emoji marketing is relatively small and scattered.Emoji marketing is closely related to emoji usage.Therefore,this paper systematically sorts out the antecedents,after-effects,and mechanisms of emoji usage.The after-effect part of emoji usage mainly analyzes emoji use in marketing(i.e.,emoji marketing)and the mechanisms.Emojis include yellow smiley,ASCII characters,kaomoji,and stickers.With the development of the form of emojis and their application scenarios,the concept of emojis also changes accordingly.Therefore,the concept of emojis needs to be updated with the times.This paper firstly sorts out the concept of emojis and then analyzes the research panorama and overview of emojis through bibliometric analysis.This paper is the first research that combines quantitative(i.e.,bibliometric analysis)and qualitative methods to sort out the literature related to emojis systematically.The findings and contributions are as follows:Firstly,the concept of emojis in this paper is that emojis are non-written language symbols used by consumers or marketers to convey information,adjust the atmosphere,realize entertainment,and meet other needs.Emojis are a proxy of emotions.In addition,this paper proposes possible directions for improving the concept of emojis in the future.Secondly,this paper uses bibliometric analysis to show the current status of emoji-related research and points out that the existing emoji-related research can be summarized into two categories:influencing factors of emoji use and emoji marketing.Thirdly,combined with bibliometric analysis and qualitative analysis,this

关 键 词：表情符号 表情符号营销 定性文献回顾法 文献计量分析法 

分 类 号：F270[经济管理—企业管理]