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5411表情符号是指营销者或消费者用以传递信息、调节气氛、实现娱乐以及满足其他需求的指代情绪的非书面语言符号，如字符、颜文字、绘文字、表情包等图形或非图形符号。由于表情符号的广泛使用，越来越多的消费者与品牌加入表情包的创造队伍，表情符号的意义被不断解构和重构。因此，表情符号源于表情，不止于表情，表情符号的核心是符号。表情符号营销是指在品牌管理、广告以及产品设计等过程中利用表情符号的营销策略。本文通过文献计量分析法与传统的定性文献回顾法的结合来梳理和回顾表情符号相关的研究。首先，本文通过回顾表情符号的类别与演变，在界定表情符号定义的同时指出未来表情符号的内涵可能需要进一步的界定。其次，系统梳理了影响个体使用表情符号的因素（包括个体、社会与动机因素）与表情符号营销的后效（包括品牌管理、口碑营销、广告营销、产品设计以及消费者情绪研究）及其机制。最后，本文提出了未来潜在的研究方向，以期为将来表情符号领域的研究提供启发。
表情符号研究综述及展望——表情符号在营销领域的应用与启示
摘要
参考文献
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引用本文
邹健, 江晓东. 表情符号研究综述及展望——表情符号在营销领域的应用与启示[J]. 外国经济与管理, 2022, 44(4): 106-119.
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