According to recent research by the Wisconsin School of Business, the use of emojis will likely continue to increase in marketing communications.
“Brands are trying to be authentic, to come across as personable, and project traits like warmth and competence,” Joann Peck, associate professor of marketing at the Wisconsin School of Business, said in the press release. “One way to do that is to mirror everyday conversation, and that means taking the non-verbal cues we use in face-to-face communication into the online environment.”