A Brief Perspective on Emoji Marketing

Selay Ilgaz Sumer

Marketing has an important place in the success of the businesses. In fact, effective customer communication is the primary aim of the marketing activities. Building a better bridge between the businesses and consumers is very important in order to survive. For this reason, firms have been searching the ways of sending their messages to the target markets in a better manner. In recent years, businesses have started to communicate with their customers in a different way. Businesses use emojis in their marketing activities. In spite of these efforts, in recent years, a new concept “emoji marketing” has emerged.  After that emoji marketing is started to be an important research topic for authors. In this study, it is aimed to present a brief perspective on emoji marketing. In this context, online databases such as Sage, Science Direct (Elsevier) and Taylor & Francis were considered in examining this new marketing trend.