Role of Emojis in Marketing Communication in Fostering Brand‐Consumer Relationships: A Systematic Scoping Review and Thematic Analysis

Emojis are increasingly becoming a significant part of brand communication and affecting how consumers interact with brands. Despite their growing popularity in digital marketing communication, the existing literature provides limited understanding of the extent to which emojis foster brand‐consumer relationships. Prior research has systematically reviewed the existing literature on the role of emojis in computer‐mediated communication from psychological, linguistic, and interpersonal communication perspectives. However, there is no comprehensive framework connecting these perspectives in the context of the brand‐consumer relationship. The study bridges the above gap by conducting a scoping review followed by thematic analysis of 37 research papers to provide a comprehensive state of existing literature on the effectiveness of emojis in marketing communication and brand‐consumer relationships. Drawing from the TCCM (Theory, Concepts, Contexts, and Methodology) framework, it maps the current emoji literature in the marketing discipline and identifies emerging themes and patterns. Our findings contribute to the existing literature by suggesting that emojis foster strong brand‐consumer relationships by developing an emotional connection between them, strengthening brand attitudes, enhancing customer engagement, and promoting purchase intention. However, their effectiveness may depend on cultural contexts, consumer demographics, and communication platforms. The study classifies the scope for future research and research questions based on theoretical foundations, concepts, context, and methodological approach. It further provides guidelines to marketers on how brands can use emojis to enhance the effectiveness of their digital communication and build strong relationships with their consumers.