Emojis have become popular in online marketing communications. Marketers use emojis to humanize brand voice and elicit an emotional response from target audiences. However, little is known about how emojis are perceived and what kind of reactions they evoke. Therefore, this study aims to verify whether exposure to emojis leads to an increased intention to purchase and whether the use of emojis impacts campaign effectiveness in a real‐life environment. In a theory build‐up process, we draw upon the Dual Coding Theory and emotional contagion concept and develop seven hypotheses. We performed two data collection studies to test the hypothesized relations. The first study is based on a questionnaire (N = 318), while the second is based on experimental design in a real‐life business environment. Surprisingly, we found that using emojis had a negative effect on purchase intention, while the effect was positive when mediated by positive affect. Emojis increased the effectiveness of marketing campaigns for hedonic products and strongly impacted the return on advertising spent. The findings of this study have both theoretical and practical implications in the observed domains, particularly about the type of products emojis are most effective in promoting, gender differences, and real‐life consumer behaviour. This is the first study to use an experimental design in a real‐life scenario to capture the role of emojis on campaign effectiveness and decipher the differences between genders and their perceptions of emojis. Theoretical and practical implications together with future prospects are discussed.

Contemporary education in higher education institutions has a goal to provide necessary competences determined by legislative demands, science trends and job market needs to graduated students intending to strengthen their employability. The main idea of this research is to assess the level of students’ competences for lifelong learning (LLL). Since it is a very complex task, it is characterized by a lack of information and the vagueness of the inherently subjective nature of human thinking. The uncertain values of the assessed level of students’ competences for LLL are represented by linguistic expressions which are modeled by the interval type 2 trapezoidal fuzzy numbers. Ranking of the level of students’ competences for LLL is stated as a fuzzy multi-criteria optimization task. The aggregation of students’ opinions into unique marks is given by using the proposed fuzzy Delphi technique. The rank of students’ competences for LLL is given by using the proposed fuzzy Simple Additive Weighting (FSAW). The order of measures that should be delivered to improve students’ competences is based on the obtained rank. The model is tested and discussed on the real data collected from a significant sample of the students with a proposal of future directions of the research.

The problem of evaluation and selection of parking lots is a part of significant issues of public transport management in cities. As population expands as well as urban areas, solving the mentioned issues affects employees, security and safety of citizens, and quality of life in long‐time period. The aim of this paper is to propose a multicriteria decision model which includes both quantitative and qualitative criteria, which may be of either benefit or cost type, to evaluate locations. The criteria values and the importance of criteria are either precise or linguistic expressions defined by trapezoidal fuzzy numbers. The human judgments of the relative importance of evaluation criteria and uncertain criteria values are often vague and cannot be expressed by exact precise values. The ranking of locations with respect to all criteria and their weights is performed for various degrees of pessimistic‐optimistic index. The proposed model is tested through an illustrative example with real life data, where it shows the practical implications in public communal enterprises.

Purpose: The purpose of the study is to examine the relevance and application of green communication in management of the risks associated with moral outrage inducing crises. The study aims to identify how green communication mitigates both crisis risks and moral outrage. Additionally, the research discusses ethical and unethical green communication practices in the context of their impact on relationships between organizations and stakeholders during the crisis.Design/methodology/approach: The study is designed as exploratory research. Available English-language journal articles and conference proceedings have been examined to investigate the role of green communications in crisis response contexts. The application of the search criteria and initial filtering yielded a total of 139 publications for further analysis. Following a detailed review and subsequent filtering, the final sample of 66 unique cases has been selected and analyzed in the context of Situational Crisis Communication Theory.Findings: The systematic review and document analysis indicated multitude of significances of green communications in the context of the updated Situational Crisis Communication Theory. Moreover, a novel phenomenon has been identified: greenbleaching is exaggerated or fabricated usage of green communication to mitigate risks in the organizational crises caused by ESG-unrelated factors or events.Originality/value: This study offers greenbleaching as a novel concept. Moreover, this is the first research that examines unethical green communication in the context of moral outrage inducing crises. Insights for researchers and practitioners regarding sustainability communication, green communication, and crisis communication ethics are also incorporated.