How Effective Are Emojis in Surveys Taken on Mobile Devices? Data-Quality Implications and the Potential to Improve Mobile-Survey Engagement and Experience

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Editors’ Note:

The Advertising Research Foundation’s ongoing How Advertising Works program combines original experiments with outside research. Launched in 2015, the program intends to offer practical guidance for improving adverti

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