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.本团队借助该数据集，探究了表情符号（emoji）曝光与积极情感（positive affect）、购买意向（purchase intent）、营销活动效果（campaign effectiveness）、点击率（click-through rate, CTR）以及广告支出回报率（return on advertisement spent, ROAS）之间的交互影响关系。该数据集包含两项研究：研究一基于自填式问卷调查，后续研究采用2×2被试间实验设计。此外，本研究还观测到在表情符号曝光与购买意向维度存在性别差异。