Communication habits have evolved significantly due to the technological advancements such as cell phones, internet accessibilty, and more. This study explored the way Textual Paralinguistic Cues, or TPC (features such as emojis, using “um”, *hugs* YAY!, etc.) affect consumer perception of digital marketing advertisements.
By overlapping 2 concepts from the research that have 1) shown immediacy to be an effective tactic in relationship communication, 2) identified emotion as a valuable asset in strengthening a message’s meaning, with the literature from brand relationship marketing, I was able to support my hypothesis:
H1: Digital marketing advertisements with textual paralinguistic cues will be percieved more positively than those without.
To prove this, I invited ten individuals to participate in the study. Out of the ten, seven participated. I presented them with 2 sets of ads, Group A and Group B. Each set had 2 ads, each from a different brand, with similar products. They were simultaneously asked to complete a survey assessing their perception on a Likert scale, to determine how positive or negative they perceived the ad.
Ultimately, the hypothesis was proven incorrect. The ads without TPC were perecieved slightly more positively than those without.
The study can and should be replicated because there are a number of factors that affected these results, from pre-existing attitudes, to demographics, to the ads themselves. Isolating the variables could change the results. It would also be interesting to see if younger people would respond better to the ads with TPC because of their age.