브랜드 이모티콘의 소비자 만족 요인 연구

Abstract

Background With the growing significance of digital marketing in the mobile space, businesses are leveraging KakaoTalk channels to enhance branding and personalized marketing efforts. A key strategy involves crafting free emoticons that embody the brand, using these to attract subscribers to the brand's KakaoTalk channel via giveaways. Consequently, to ensure KakaoTalk brand emoticons serve as an efficient tool for bolstering corporate branding through visual communication, it's crucial to explore the elements of user satisfaction that these brand emoticons need to embody. Methods Within the ambit of theoretical scrutiny, this dissertation delves into the conceptual foundation and historical progression of emoticons, alongside the theory of emotional expression. It further examines the synergistic relationship between KakaoTalk channels and brand emoticons as a strategic approach for the advancement of brand emoticons. Following an investigation into the design attributes and emotional conveyance of brand emoticons launched by global fashion entities in the latter half of 2023, a methodical survey was conducted targeting consumers in their 20s to elucidate factors contributing to consumer satisfaction with brand emoticons. This study researches and analyzes the determinants of consumer satisfaction and the predilection towards brand emoticons. Result The mean ratings for aesthetics, playfulness, clarity, usefulness, and congruity, identified as the quintessential elements of user satisfaction with brand emoticons, exhibited a discernible correlation with the hierarchical preferences of emoticons' appeal. Conclusion According to the analysis, it was found that accurately identifying emotional expression areas frequently used by consumers in the development of emoticon brands for marketing purposes and creating emoticons that meet consumer satisfaction standards by integrating specific phrases, language expressions, and scenarios that express subtle emotions well can help increase consumer friendliness and increase the frequency of use of emoticons.