Consumer confusion: examining emoji use in online communication

Purpose This study aims to better understand why consumers and firms use emojis in text messaging, including the contexts in which emojis are most frequently used and potential adverse consumer reactions. Design/methodology/approach The critical incident technique was used to develop the questionnaire for this qualitative study. Python was utilized for content analysis, and interrater reliability was assessed using machine coding and manual coding. Findings The content analysis revealed that consumers and firms consistently used emojis to express emotions and facilitate communication. However, inconsistencies were found in the emoji use by the two parties. These inconsistencies led to consumer confusion, where consumers perceived firms’ emoji use as unprofessional or inappropriate. Research limitations/implications This study adds to the existing research on emoji use in online communication by examining how firms’ inconsistent or ambiguous use can lead to negative consumer responses. However, the study used a small sample size and did not consider the role of artificial intelligence. Practical implications The study emphasizes the need to understand the target market and use emojis appropriately to prevent consumer confusion and negative attitudes toward firms. Originality/value The study results have practical and societal implications for businesses in creating effective messages in digital content marketing and online communication that minimize consumer confusion and online misinformation.