Paper

Smile or pity? Examine the impact of emoticon valence on customer satisfaction and purchase intention

Published Sep 1, 2021 · Ruijing Ma, Weisha Wang

Journal of Business Research

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Abstract

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Observational Study

Study Snapshot

Negative emoticons in customer service responses lead to higher satisfaction and re-purchasing intention, with customers perceiving them as more sincere and willing to forgive.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

Smile or pity? Examine the impact of emoticon valence on customer satisfaction and purchase intention

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