Vliv emoji vs. lidské tváře ve vizuální komunikaci na zábavnost, důvěryhodnost a emoční odezvu

The aim of this bachelor’s thesis was to examine how the use of emojis compared to human faces in marketing communication influences the perception of advertising in terms of brand fun, message credibility, and the emotional response evoked in consumers. The research was based on the recent study by Almeida et al. (2024), which identified differing effects of these elements on emotional contagion and brand perception. The empirical part of the thesis applied a quantitative approach in the form of a one-factor between-subjects experiment, in which respondents evaluated one of two versions of an advertising visual (with either an emoji or a human face). Data were collected through an online questionnaire containing validated scales measuring the constructs of brand fun, advertising credibility, and emotional response. Prior to the main study, a pilot test was conducted to verify the validity and reliability of the measurement instruments. The results provided insights into how the choice of visual elements influences consumer perception of advertising in the Czech context and how companies can more effectively adapt brand visual communication to enhance both its emotional impact and credibility.