The influence of similarity on likability when using emojis

Abstract

This study investigates the relationship between the use of emojis and perceived likability of the sender. A 2 (emoji valence: positive vs. negative) x 2 (message valence: positive vs. negative) x 2 (message repetition) mixed experimental design was conducted among participants aged between 21 and 35 ( N = 206). Results aligned with prior research as senders of positive emojis and positive texts were rated higher in perceived likability than senders of negative emojis and negative texts. In addition, perceived similarity was found to mediate the link between emoji valence and perceived likability.