The Digital Heartbeat of Emotion

In the digital age, even the smallest symbols can shape how people connect. A single emoji can alter how audiences interpret sincerity and professionalism. Assistant Professor Soojin Roh of Peking University HSBC Business School (PHBS) explores how subtle emotional cues in online communication influence public trust and perception across cultures.

As digital communication reshapes how organizations interact with the public, the seemingly simple use of emoji has become a surprisingly powerful — and sometimes risky — tool. In this study, Soojin Roh and Shubin Yu investigate how companies can use emoji in their public responses to information system (IS) incidents, such as data breaches or service outages, and how audiences interpret these messages differently in China and the United States.

Through three experimental studies — two conducted in China and one in the U.S. — the researchers examined how message source, incident type, and cultural context influence audience reactions.

Key Findings

In China, emoji use — particularly by corporate social media accounts — significantly reduced psychological distance, lowered public anger, and improved attitudes toward the company. These effects were strongest when the company itself was seen as responsible for the incident. Emoji also enhanced perceptions of both warmth and competence, especially when used by official (non-human) accounts.

In contrast, in the United States, emoji use — particularly by CEOs — was often viewed as unprofessional, lowering perceived competence and seriousness.

The research concludes that while emoji can humanize corporate communication, they must be used carefully. What builds empathy in one culture may undermine credibility in another — a reminder that the digital language of emotion is universal in form, but not in meaning.

About the Researcher

Dr. Soojin Roh is an Assistant Professor of Communication at Peking University HSBC Business School. Her research focuses on issue and crisis management, strategic health campaigns, and social media engagement. Her work has appeared in leading journals including the Public Relations Review, Journal of Public Relations Research, and Communications of the Association for Information Systems (CAIS).