Marketers use questioners as a common tool to measure user emotions (Jaeger et al., 2017b, 2019), especially food preferences and emotional reactions from children (Gallo et al., 2017; Swaney-Stueve et al., 2018; Lima et al., 2019). In addition to expressing emotions, emoji are also used to convey semantic meanings in communication (Na’aman et al., 2017). They can play the role of non-verbal suggestions to help in the general sense of messages in the CMC (Walther and D’Adario, 2001; Jibril and Abdullah, 2013). Much has been discussed as to whether the emo can become an independent language. In addition, because of the diversity and similarity of semantics, many researchers of computer science pay attention to making emoji unambiguous. As an important visual symbol in computer-mediated communication, emo can express various content, including humans, animals, food, activities.
The standing fact was durable for the emoji that it increases the use of emoji and the research conducted for the analysis for as much as 85% by using the emoji in the conversation. The study performed the analysis for the 5000 push notifications and the site found that each individual push message was 2.6 and the increase in push reporting for the recent year 2016 was 163% compared to the previous year. The retention rate increased by 20% for the use of emoji in the notification, while the increase in push messages was 7 times more.
The strategy received an important response from social media and Twitter. The promotion and marketing method then achieved successful ideas as a classical tradition. The use of emoji adds expressive explicatie emoticoane power to history and has a serious impact on the listener . Denis Maloney represented the new platform through digital marketing and confirmed that emoji increased digital marketing.
Emoji was first represented by the Japanese communications company NNT DoCoMo to increase the number of users from all over the world. Research conducted by Dr. Owen Churches investigated the diversity of emotions and the impact of emo on the crucial culture. The research ended the appeal of the human brain to the emo in a way similar to the expression of the human face. Extensive research confirmed the teaching and recognition of the neurological cultural response process. Emotions and emails can amplify the message, for example crazy emotions give a hostile message and the emo of a happy emoticon sends multiplied emoticon. Emoji produces immediate effect and even represents more than a thousand words at a glance.
However, other studies have shown that the use of emoji in sentiment analysis leads to higher emotional scores and that this effect is more pronounced in positive comments . They have a semantic function and visual rhetoric function, can convey meanings as an independent express modality and, through the combination of different emoji, can express more subtle semantics (López and Cap, 2017). Compared to plain text, emoji are richer in semantic sense (Ai et al., 2017), and have semantic similarity in different languages (Barbieri et al., 2016b). At application level, Khandekar et al. developed the social media app called Opico to investigate the possibility of “emoji-first” communication, proving that emoji can be used independently in communication without the need for text. However, some researchers suggest that emoji cannot be used as an independent language. Lee et al. discovered that emoji is similar to the radicals of Chinese characters.
Studies have shown that smiley and emoticons have no difference in interpreting information, but that smile has a greater impact on individual mood than smiling emoticons (Ganster et al., 2012). Emoji are rated as an advanced version of emotions and are superior to emotions in terms of wealth of content, speed of entry and expression (Barbieri et al., 2016b; Rodrigues et al., 2017). Because both act as auxiliary communications, emoji and emoticons are completed for similar functions. But the appearance of the emoji has influenced the status of emotions to some extent. Compared to emoticons, users use emo more often, with a more positive posture and a deeper level of identification (Prada et al., 2018).
Although the emoji uses Unicode, the emoji presentation style in IOS, Android, Microsoft and other systems is different due to the influence of different developers . Studies have shown that the emo on the IOS platform is more attractive aesthetically pleasing, popular, clear and meaningful than the one on the Android platform (Rodrigues et al., 2017). This change in the appearance of the platform will lead to misunderstandings and divergence in terms of emotional and semantic interpretation for empo while using platform-independent .
With the significant growth of UGC data on the Internet, sentiment analysis aimed at turning this data into valuable assets for decision-making has become increasingly important (Al-Azani et al., 2018). Because emoji is widely used in expressing emotions, they have become an effective means of sentiment analysis (Hogenboom et al., 2013; Cappallo et al., 2015). A number of studies have confirmed the effective performance of emoji in sentiment analysis (Sari et al., 2014; Cahyaningtyas et al., 2017; Felbo et al., 2017; LeCompte and Chen, 2017).