Emojis and assertive environmental messages in social media campaigns
通过两个实验，研究了表情符号如何与社交媒体帖子的坚定性语气互动，影响用户参与和环保合作意愿，发现微笑表情能增强坚定信息的积极效果。
Purpose The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns. Design/methodology/approach Two experiments were used to test three hypotheses. Findings Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used jeans. In Study 2, participants indicate stronger social media engagement and behavioral intentions to sign a petition for reducing plastic pollution when (non) assertive Facebook messages (do not) include emojis. Originality/value The current research advances our understanding about how emojis interact with assertive and nonassertive message tonality in environmental social media campaigns. This research also provides new insights showing that positive emotion is the psychological mechanism underlying matching effects of emoji and message assertiveness.