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UN 370 - IJRM. Decoding Emoji Marketing.
Manage episode 493642515 series 1254976
Marketing researchers Jacob Almaguer, Reto Felix, and Colleen Harmeling unpack the strategic use of emojis in brand communication. Their conceptual framework explores how emojis shape clarity, intimacy, and consumer perception — highlighting the importance of context, audience, and cultural nuance.
110 episodes
Manage episode 493642515 series 1254976
Marketing researchers Jacob Almaguer, Reto Felix, and Colleen Harmeling unpack the strategic use of emojis in brand communication. Their conceptual framework explores how emojis shape clarity, intimacy, and consumer perception — highlighting the importance of context, audience, and cultural nuance.
110 episodes
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