Emojis: can it reduce post-purchase dissonance?

Online food purchase over mobile apps is growing, and so is the competition between the different apps. Any dissatisfaction from the mobile app causes dissonance and customer attrition. The present study aims to highlight emoji's impact in lessening dissonance through selective personalized post-purchase communication. The study explores emoji's contrasting effect measured online between-group experimental designs among 431 participants. The results showed emoji presence in post-purchase communication lessens customers' anxiety and enhances satisfaction and liking. Further, the results revealed a positive impact of emoji presence on customers repurchase intention and recommendation (eWOM) behavior. The study adds to the literature on the importance of a richer communication medium in an online business, especially in the post-purchase dissonance context.