Document Type
Conference Proceeding
Publication Date
2021
Abstract
Text therapy is an affordable and convenient form of counselling that allows clients to text with a Therapist. It is quite common for therapists to use emojis while talking to their clients via texts. In this study, we examine how use of emojis in the context of text therapy impacts clients’ overall counselling experience. In two studies, we show that using emojis with concise messages (vs. long messages) lead to greater clients’ overall satisfaction, higher willingness to pay, and increased positive word of mouth.
DOI
10.20429/amtp.2021.21
Recommended Citation
Nusrat, Farhana and Huang, Yanliu, "Less Talking, More Empathy: How to use Emojis to Help People Feel Good" (2021). Association of Marketing Theory & Practice Proceedings 2021. 21.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/21
