Peking University(@PKU1898):Context matters more than the emoji itself. That is the central finding of a new study led by PKU HSBC Business School's Assoc. Prof. Ye Weiming, published in the International Journal of Advertising. Across two experiments with 535 participants, the study found that emojis undercut luxury branding in public advertising while enhancing warmth and satisfaction in one-on-one customer service. The takeaway for marketers: distance in public, closeness in private. #Pekonomist

2026.10.07 09:00

Context matters more than the emoji itself. That is the central finding of a new study led by PKU HSBC Business School's Assoc. Prof. Ye Weiming, published in the International Journal of Advertising. Across two experiments with 535 participants, the study found that emojis undercut luxury branding in public advertising while enhancing warmth and satisfaction in one-on-one customer service. The takeaway for marketers: distance in public, closeness in private. #Pekonomist#