Elementos pictográficos (emojis) em social commerce e suas influências no consumidor.

Abstract

In Social commerce, shopping activities were associated with social interactions, in which consumers share assessments and ratings about goods and services. In this context, emojis complement textual information, influencing other consumers. This article explains how the effect of the presence of pictographic elements (emojis) on the shopping behavior on social commerce platforms is related to the comment value (positive / negative) of other consumers and type of service (utilitarian / hedonic). 3 experiments were carried out in which emojis, type of service and valence of comments were manipulated in product and service purchase scenarios. The results showed that: emojis influence consumer confidence, sense of social presence and purchase intention; its effects are moderated by the type of service and the valence of the comments. The results reinforce the central assumption that emojis are constitutive elements of s-commerce as they are clues to the online social presence.