Managing Uncertainties in Technology-Mediated Communication: A Qualitative Study of Business Students’ Perception of Emoji/Emoticon Usage in a Business Context

Background:
With increased reliance on technology-mediated communication (TMC) minus the social cues, uncertainty management has become critical. This study investigates how usage of emojis/emoticons in professional communication contexts helps people navigate this uncertainty.
Literature review:
Prior works have focused on the benefits of emoji usage in TMC, particularly in enhancing message substance, emotive expressiveness, and perception.
Research questions:
1. What is the attitude towards emoji usage among the upcoming generation of professionals, specifically Generation Z, as they prepare to enter the workforce? 2. What, if any, is the impact of emoji usage on how one perceives others and is perceived in formal work settings, especially for Generation Z? 3. How does emoji/emoticon use affect Generation Z's interpersonal communication at work?
Methods:
Three focus group discussions were conducted with a total of 29 graduate-level, business studies students with work experience ranging from zero to four years. Reflexive Thematic Analysis using Braun and Clarke's six-step process was conducted to analyze the data and generate themes.
Results:
Three salient themes emerged from the analysis: 1. Communicative Competence, 2. Identity Construction, 3. Socialized Patterns of Usage.
Conclusion:
Although emojis are helpful in specific linguistic functions, clarifying intent, and reducing uncertainty, they retain a great deal of fuzziness owing to the ambiguity in usage and interpretation. It is therefore prudent to design ways of incorporating them in instructional interventions to sensitize students around the nuances of emoji usage, to capitalize on the benefits they offer.