Emoji use and brand tone of voice across social media platforms: A comparative study of Zara, Bershka, Duolingo and Rosetta Stone

Details

Supervisors

De Cock, Sylvie

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

enThis thesis examines how Zara, Bershka, Duolingo, and Rosetta Stone use emojis and tone of voice across social media platforms. It compares the fashion and language learning sectors to explore how each company develops its online identity and adapts it to social media platforms. The analysis looks at tone of voice, the frequency and types of emojis used, and their main functions. The findings show clear differences between the four companies, particularly in the way they create their online identity. This study highlights the role of tone of voice and emojis in shaping how companies present themselves and connect with users online.