Using Emoji in Response to Customer Reservation Requests and Service Reviews

Table 1

Summary of results: main effects of emoji and valence in Study 1 and Study 2.

	Study 1		Study 2
	With (vs. without) emoji	Positive (vs. negative)	With (vs. without) emoji	Positive (vs. negative)
Communication
Informality	Restaurant’s communication style rated as more informal	—	Hotel’s communication style rated as more informal	—
Adequacy	—	Restaurant’s communication style rated as more adequate	—	Hotel’s communication style rated as more adequate
Brand perception
Warmth and competence	Restaurant rated as warmer/more competent	Restaurant rated as warmer/more competent	Hotel rated as warmer	Hotel rated as warmer/more competent
Modernity	Restaurant’s communication style rated as more modern	—	Hotel’s communication style rated as more modern	—
Intention: future reservations	Higher likelihood of making a new reservation	Higher likelihood of making a new reservation	—	Higher likelihood of making a new reservation

Note. In both studies, the interaction between emoji and valence was not significant for any of the variables.