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Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa.

Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses.

The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase.

This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them.

By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.

The purpose of this paper is to provide a theoretical framework that is of practical use to those who are coaching for enhanced communication in the contact centre industry.

The conceptualization of this framework has emerged after several years of working, as an applied linguist and consultant in this industry.

The interdisciplinary framework proposed in this paper draws on the adult learning theory, on language assessment and applied linguistic practices and studies carried out looking at how competency is developed at work. It proposes four levels of competency from novice to expert with the attendant coaching approach to best target the needs of communications coachees in this industry.

Implications for improved coaching practices in the contact centre industry where there is heavy investment in coaching on the floor. Research limitations are that although there is strong anecdotal evidence that this framework and approach to coaching is effective, the authors need to carry out a large-scale study showing business impact.

The implications for coaching practitioners are that they have an informed theoretical framework upon which to base their coaching activity. This provides a more targeted approach to the needs of coachees of different levels of experience.

As a result of effective coaching, particularly at the early stages of working in a contact centre, the level of attrition may drop thus providing employees with work in a supportive environment.

No previous study has looked at how theoretical studies in adult learning and applied linguistic practice can inform communications coaching in this industry. It has also involved the quality assurance specialists in collaborating and contributing to this model.

The purpose of this paper is to explore the perceptions and expectations of chief executive officers (CEOs) and executive board members concerning: the relevance of public opinion and contribution of communication performance to organizational success, the communicative role of top executives and their interaction with professional communicators, the objectives and values of corporate communications, and the importance of various disciplines and instruments.

A quantitative survey was conducted among top executives of listed and private companies operating in the largest European country, Germany (n=602).

The study identifies a traditional mindset: top executives focus on primary stakeholders (customers, employees) instead of secondary stakeholders (politicians, activists), they value mass media higher than social media, and they rate speaking more important than listening. Moreover, communication professionals are not always the first choice when CEOs and board members reflect on the topics at hand. Advanced visions of strategic communication developed in academia and practice have not yet arrived in many boardrooms.

The sample is not representative for all CEOs in corporations and it is limited to one country.

While the performance of corporate communications depends heavily on the perceptions, beliefs, and expectations that top executives hold towards communication and its contribution to organizational goal, little is known about this. Most knowledge is based on qualitative interviews and small-scale samples. This study provides an overview of previous insights and takes a broader empirical approach.

This paper reports on personal and telephone interviews with senior‐level corporate managers and executives from fields other than public relations and communications (administration, engineering, finance and accounting, human resources, legal, marketing, sales and production) in three corporations. This qualitative study (n = 61) is a follow‐up to the author's earlier quantitative postal questionnaire survey of a similar group of subjects (n = 423). All interview participants were subjects in the quantitative research. The results add additional evidence to the author's previous findings suggesting that corporate executives from other fields do not understand the corporate communications or public relations functions. As was the case in the quantitative research, subjects interviewed in this qualitative study considered external communications — especially media relations — to be the most important task that their organisation's public relations professionals were responsible for. Technical public relations skills were considered more necessary than communications management abilities for public relations professionals. The findings also suggest that the public relations function needs to do a better job of being accountable by establishing metrics to measure the effectiveness of communications efforts. Public relations also needs to be managed in such a way that it will help organisations better to achieve business goals, especially those of the new global economy.

Business research identified communications apprehension as a problem for improving communication skills. Research has indicated that communication skills are very important to employers in hiring and promotion decisions. This study provides empirical evidence as to whether the accounting program has contributed toward lowering the level of communications apprehension on two groups of accounting students: those who are entering the program and others who are exiting the program. Findings show that there is no significant difference between the level of communications apprehension between the groups when they entered the program and the time when they exited the program, raising a question of the potency of the accounting program in alleviating the communications apprehension of accounting students. Some remedial measures have been suggested.

The purpose of this paper is to demonstrate the utility of systemic functional linguistics (SFL) as an underlying model to examine the similarities/differences between spoken and written peer-to-peer (P2P) communication.

An embedded mixed methods experimental design with linguistically standardized experimental stimuli was used to expose the basic linguistic differences between P2P communications that can be attributed to communication medium (spoken/written) and product type (hedonic/utilitarian).

The findings show, empirically, that consumer’s spoken language is not linguistically equivalent to that of written language. This confirms that the capability of language to convey semantic meaning in spoken communication differs from written communication. This study extends the characteristics that differentiate hedonic from utilitarian products to include lexical density (i.e. hedonic) vs lexical sparsity (i.e. utilitarian).

The findings of this study are not wholly relevant to other forms of consumer communication (e.g. viral marketing). This research used a few SFL resources.

This research shows that marketers should ideally apply a semantic approach to the analysis of communications, given that communication meaning can vary across channels. Marketers may also want to focus on specific feedback channels (e.g. review site vs telephone) depending on the depth of product’s details that need to be captured. This study also offers metrics that advertisers could use to classify media and to characterize consumer segments.

This research shows the relevance of SFL for understanding P2P communications and has potential applications to other marketing communications.

This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers.

This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test.

The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant.

This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention.

This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.

The purpose of this paper is to study consumers' adoption of mobile communications services, and to explore common denominators uniting those most likely to be early adopters; thereby, to help practitioners to predict early adoption and segment the market.

Data were collected by postal questionnaire from 26 per cent of a sample of 3,000 customers of a telecommunications service provider in Finland, stratified into three sub‐samples according to type of usage. For this paper, the returns from the two sub‐samples with the highest rates of use were analysed.

Previous experience of related types of communications services significantly and positively influenced adoption of new mobile services. Certain of the respondents' demographic characteristics were also closely associated with early adoption.

Further studies are required before the findings can be applied beyond Scandinavia. Qualitative research could enhance understanding of the roles of personal innovativeness and income, in particular, in adoption of mobile communications services.

Mobile communications service providers in Scandinavia now have a tested basis for identification of early adopters, segmentation of the market, and targeting of marketing campaigns.

The study tested theoretical constructs used widely in other fields, and identified adjustments required for transfer to the mobile communications service context.

To explain and empirically test how different marketing communication channels interact with each other and contribute to brands’ diverging marketplace performance.

With a unique data set combining key variables of major passenger car brands, the paper takes a source-based perspective to investigate how firm-based communications, expert opinions and online consumer reviews interact and affect brands’ marketplace performance. Then the paper studies the three special boundary conditions under which online consumer reviews’ influence varies in competition with the other two established information sources. Lastly, a study was done to demonstrate the financial significance of investing in different information sources.

The results show that online consumer reviews mitigate the effectiveness of the other two information sources in driving brand sales. This mitigation effect is also magnified when the brand is weak, firm-based communications are modest and expert opinions are less favorable. The findings further suggest that in the emerging communication enterprise, firm-based and expert-based communications remain the core while user-based communication plays an indispensable competing and complementary role.

In the new digital era, firms are facing the daunting task of understanding and integrating multiple communication channels. The study provides important implications for both researchers and practitioners with respect to brand management and integrated communications.

Existing studies have demonstrated that each of the three communication efforts (by firms, experts and consumers) exerts a significant influence on product sales, but few studies have been conducted in settings marked by the coexistence of these efforts. In addition, the three communication efforts are likely to have different effects on brands with different market positions. The current study is contributing to the literature by filling the above gaps.

While the past two decades have seen marked advances in the development of public relations theory both in the USA and latterly in Europe, very little is known about the use and practice of public relations among small and medium‐sized enterprises (SMEs). Theory development in public relations has focused almost exclusively on examining the role of public relations within large corporations, government and public sector organisations and, to a lesser extent, in the voluntary sector. Yet the SME sector is generally acknowledged to represent over 96 per cent of all enterprises operating in both Europe and the USA as well as in most non‐Western economies. This paper reports the results of an exploratory study of public relations practices within SME businesses in the North‐West of England and draws some comparisons with the initial findings of the US IABC Foundation study into public relations practices and needs of small enterprises in the USA.