Published Online:April 2025
Product Name:The IUP Journal of Management Research
Product Type:Article
Product Code:IJMR020425
DOI:10.71329/IUPJMR/2025.24.2.36-58
Author Name:Saswati Chakraborty and Pradeep Krishnatray
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:36-58
The study examines how emotional expression through emojis impacts Gen Z customers’ purchase intentions. It specifically examines the moderating effect of Relationship Norm Orientation (RNO) and the mediating role of positive affect in the broader context of brand communication. To test the suggested moderated mediation model, 149 Gen Z individuals were selected using a survey-based approach. The results show that emoji-based emotional expressions considerably raised purchase intention, mostly through positive affect. RNO, on the other hand, mitigated this link, making those who were more communally oriented have a less strong emotional reaction. The results emphasize the value of authenticity in Gen Z’s emotionally expressive marketing and offer both theoretical and practical guidance for improving the rapidly evolving field of digital brand communication.
Do some ads appeal differently? Perhaps they do. It may be due to a wink , a simple heart , or that happy smiley embedded in a brand’s message. Brands are always searching for methods to stand out in a world full of promotional noise— not only to be seen, but also to be felt.