The Digital Language of Emotion: Cautions and Solutions for Strategic Use of Emoji in Responding Information System Incidents
Soojin Roh, Shubin Yu
This paper investigates if, when, and how organizations can strategically use emojis in online communications when responding to information system (IS) incidents. Through three experimental studies conducted with Chinese and U.S. participants, the research examines how cultural context, the source of the message (CEO vs. company account), and incident type influence public perception.
Problem
As companies increasingly use emojis in professional communications, there is a risk of missteps, especially in crisis situations. A lack of understanding of how emojis shape public perception across different cultures can lead to reputational harm, and existing research lacks empirical evidence on their strategic and cross-cultural application in responding to IS incidents.
Outcome
- For Chinese audiences, using emojis in IS incident responses is generally positive, as it reduces psychological distance, alleviates anger, and increases perceptions of warmth and competence. - The positive effect of emojis in China is stronger when used by an official company account rather than a CEO, and when the company is responsible for the incident. - In contrast, U.S. audiences tend to evaluate the use of emojis negatively in incident responses. - The negative perception among U.S. audiences is particularly strong when a CEO uses an emoji to respond to an internally-caused incident, leading to increased anger and perceptions of incompetence.
Host: Welcome to A.I.S. Insights, powered by Living Knowledge. Today, we're discussing a communication tool we all use daily: the emoji. But what happens when it enters the high-stakes world of corporate crisis management? Host: We're diving into a fascinating new study titled "The Digital Language of Emotion: Cautions and Solutions for Strategic Use of Emoji in Responding Information System Incidents". Host: It investigates if, when, and how organizations can strategically use emojis in online communications when responding to information system incidents, like a data breach or a server crash. I'm your host, Anna Ivy Summers, and joining me is our expert analyst, Alex Ian Sutherland. Expert: Great to be here, Anna. Host: Alex, companies are trying so hard to be relatable on social media. What's the big problem with using a simple emoji when things go wrong? Expert: The problem is that it's a huge gamble without a clear strategy. As companies increasingly use emojis, there's a serious risk of missteps, especially in a crisis. Expert: A lack of understanding of how emojis shape public perception, particularly across different cultures, can lead to significant reputational harm. An emoji meant to convey empathy could be seen as unprofessional or insincere, and there's been very little research to guide companies on this. Host: So it's a digital communication minefield. How did the researchers approach this problem? Expert: They conducted a series of three carefully designed experiments with participants from two very different cultures: China and the United States. Expert: They created realistic crisis scenarios—like a ride-hailing app crashing or a company mishandling user data. Participants were then shown mock social media responses to these incidents. Expert: The key variables were whether the message included an emoji, if it came from the official company account or the CEO, and whether the company was at fault. They then measured how people felt about the company's response. Host: A very thorough approach. Let's get to the results. What were the key findings? Expert: The findings were incredibly clear, and they showed a massive cultural divide. For Chinese audiences, using emojis in a crisis response was almost always viewed positively. Expert: It was found to reduce the psychological distance between the public and the company. This helped to alleviate anger and actually increased perceptions of the company's warmth *and* its competence. Host: That’s surprising. So in China, it seems to be a smart move. I'm guessing the results were different in the U.S.? Expert: Completely different. U.S. audiences consistently evaluated the use of emojis in crisis responses negatively. It didn't build a bridge; it often damaged the company's credibility. Host: Was there a specific scenario where it was particularly damaging? Expert: Yes, the worst combination was a CEO using an emoji to respond to an incident that was the company's own fault. This led to a significant increase in public anger and a perception that the CEO, and by extension the company, was incompetent. Host: That’s a powerful finding. This brings us to the most important question for our listeners: why does this matter for business? Expert: The key takeaway is that your emoji strategy must be culturally intelligent. There is no global, one-size-fits-all rule. Expert: For businesses communicating with a Chinese audience, a well-chosen emoji can be a powerful tool. It's seen as an important non-verbal cue that shows sincerity and a commitment to maintaining the relationship, even boosting perceptions of competence when you're admitting fault. Host: So for Western audiences, the advice is to steer clear? Expert: For the most part, yes. In a low-context culture like the U.S., the public expects directness and professionalism in a crisis. An emoji can trivialize a serious event. Expert: If your company is at fault, and especially if the message is from a leader like the CEO, avoid emojis. The risk of being perceived as incompetent and making customers even angrier is just too high. The focus should be on action and clear communication, not on emotional icons. Host: So, to summarize: when managing a crisis, know your audience. For Chinese markets, an emoji can be an asset that humanizes your brand. For U.S. markets, it can be a liability that makes you look foolish. Context is truly king. Host: Alex Ian Sutherland, thank you for sharing these crucial insights with us today. Expert: My pleasure, Anna. Host: And thank you for listening to A.I.S. Insights. Join us next time for more on the intersection of business and technology.
Emoji, Information System Incident, Social Media, Psychological Distance, Warmth, Competence
