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The power of emojis: How a 🤯 or a 👏🏽 in tweets engages more people

By Ethan Pancer, Associate Professor of Marketing, Saint Mary’s University
Lindsay McShane, Associate professor, Marketing, Carleton University

In the absence of face-to-face interactions, people are using emojis to help express themselves. New research suggests that emoji use can drive engagement and make content more viral.

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