Fashion Brands' Use of Emojis on Twitter: An Exploratory Study

The purpose of this study is to explore the use of emojis by fashion brands on their Twitter accounts. This study attempts to contribute knowledge that is helpful in the development and implementation of effective Twitter strategies for fashion brands. Consumers are increasing their use of emojis to communicate with fashion brands on Twitter; however, the use of emojis by fashion brands is minimal and tends to be limited to simple objects as opposed to conveying emotion or brand personality. The findings of this study show that the tweets of fashion brands using emojis were positively related to the number of replies, retweets, and likes. Therefore, fashion brands should explore a wide array of emojis and develop creative ways to implement them into their Twitter messages.