| Emoji has developed rapidly after being used for a few years,and has become an important cultural landscape in contemporary society.For netizens,Emojis have become an indispensable way of expressing emotions in online social networks,helping netizens to convey,adjust and hide their real emotions.For communicators,the use of proper expressions on social media platforms can improve the effectiveness of their content,build a good interaction with consumers,and ultimately achieve sales conversion.This paper focuses on the more mature social media platform Weibo,using the SOR model to explore the influence of the use of emoji on the willingness to click on hyperlinks,and through experimental verification to modify the influence model,and thereby comes to some conclusions.First,the use of image emoji can indeed enhance the consumer's willingness to link click;this study design found that whether it is practical or hedonistic products,the use of image emoji has enhanced the consumer's willingness to link click,second,emotion as an intermediary variable is established.In this study model,emotion is part of the intermediary,playing part of the mediation effect of image emoji on the willingness of link clicks.And finally,the influence of micro-blogging image emoji on different product types is slightly different,and the adjustment effect on practical products is more obvious.Based on the conclusion,this paper believes that in the future marketing strategy,the proper use of expression can enhance the consumer's willingness to click on links in the text.Text with emojis can better mobilize consumer sentiment and thus boost consumers' attention than plain text,and in promoting a product that has both obvious practical and obvious entertainment attributes.Morever,it is appropriate to design the text to match the appropriate expression,which can mobilize more positive consumer sentiment,thereby increasing the willingness of links to click. |
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