Emojis in digital branding: behavioural triggers for engaging Generation Z

Purpose This study investigates the impact of emojis as symbolic and behavioural triggers on online brand experience (OBE) and purchase intentions (PIN) among Generation Z (Gen Z) e-commerce consumers. It examines how emojis impact identity formation, authenticity, cultural relevance, social validation, emotional engagement and cognitive ease in digital brand interactions. Design/methodology/approach A quantitative research design was adopted, with data collected from 510 Gen Z respondents in India using purposive sampling. The respondents completed a structured survey of their perceptions of emojis in brand communication. Partial least squares structural equation modelling was employed to analyse the relationships between emoji-related constructs and their influence on OBE and PIN. Findings The study revealed that emojis significantly enhanced OBE through emoji-centric identity formation, perceived authenticity, cultural relevance, social validation, cognitive load reduction and emotional priming. A strong positive relationship was observed between the OBE and PIN, underscoring the potential of emojis to shape Gen Z's digital engagement and purchase behaviours. Practical implications Marketers targeting Gen Z members should strategically leverage emojis to enhance brand communication. Authentic and culturally relevant emojis can strengthen brand identity and trust, while reducing cognitive effort and fostering emotional connections. These strategies can increase engagement and drive purchasing decisions among Gen Z consumers. Originality/value This study integrates symbolic interactionism and Fogg's behavioural model to develop a comprehensive framework for understanding the dual roles of emojis as symbolic and behavioural cues in digital branding. It offers novel insights into how brands can effectively use emojis to connect with and influence Gen Z consumers' behaviour in the digital space.