In online settings, firms have rapidly adopted emojis in their marketing messages. Thus, marketing research and practice have begun to examine emojis in recent years. However, while prior work has examined the impact of emojis that depict facial expressions and body movements (i.e., kinesic emojis), research into emojis that represent objects (i.e., artifact emojis) is scarce. The present research fills this void by showing that artifact emojis can negatively influence consumer response. Specifically, the authors demonstrate that the presence (vs. absence) of artifact emojis in broadcast marketing messages increases skepticism, as consumers infer the brand has ulterior motives for emoji use. Subsequently, they show decreased response to the brand's broadcast message on multiple marketing outcomes. Moderators that strengthen or weaken the observed effects are also examined: when emojis are less (vs. more) relevant to the text and when artifact emojis substitute (vs. supplement) the word they represent.

中文翻译：

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神器表情符号何时以及为何会对消费者反应产生适得其反的影响？

在网络环境中，公司在营销信息中迅速采用了表情符号。因此，近年来，营销研究和实践开始审视表情符号。然而，虽然之前的工作已经研究了描绘面部表情和身体动作的表情符号（即运动表情符号）的影响，但对代表物体的表情符号（即人工表情符号）的研究却很少。目前的研究填补了这一空白，表明人工表情符号会对消费者的反应产生负面影响。具体来说，作者证明，广播营销信息中人工表情符号的存在（与不存在）会增加怀疑，因为消费者推断该品牌使用表情符号别有用心。随后，他们对品牌在多种营销成果上的广播信息的反应减弱。还检查了加强或削弱观察到的效果的调节因素：当表情符号与文本相关性较低（相对较多）时，以及当人工表情符号替换（相对补充）它们所代表的单词时。