A study by the University of Granada (UGR) shows that users understand advertisements better and with less effort when congruent emojis and messages are used. The findings also suggest a shift in the preferences of potential consumers towards more nature-based tourism.
The main objective of the research was to understand how messages on social media by DMOs and eWOM influence potential tourists. The use of emojis in messages about tourist destinations facilitates processing and reduces ambiguity, especially with low congruence.
[
add
]
[
|
|
...
]