Does the emojis effect on consumer behavior is the same in luxury hotels vs standard brands?

Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMHotels are looking for new interactive communication tools such as emojis to improve their image and develop relationships with customers. However, extant literature does not provide sufficient guidance on how emojis use helps to enhance communication. To address this gap, this research examines how hotel communication with emojis can affect the interactions between providers and customers. Findings from an experimental study with 328 customers indicate that the use of emojis affects future booking intention, independently of the type of brands (Luxury vs Standard). Participants showed a preference for communication without emojis to increase their booking intention compared with emojis presence. In addition, emojis presence reduces the seriousness and makes it less easy to interpret hotel ads. Finally, we show that emojis effects work similarly for younger and older consumers