From the Emoji to the Conversion: Looking Behind Consumers’ Reactions Online

We have used this dataset to measure the interplay between exposure to emoji on one side and positive affect, purchase intent, campaign effectiveness, click-through rate (CTR), and return on advertisement spent (ROAS). The dataset consists of two studies whereby study I is based on the self-administered survey, while the follow-up study has an experimental 2x2 between-subjects design. Additionally, we observed gender differences in terms of emoji exposure and purchase intent.