How the emoji use in apology messages influences customers’ responses in online service recoveries: The moderating role of communication style

This research investigates the impact of using emojis (i.e., the pleading-face emoji) on customer forgiveness in relation to handling complaints on social media. Specifically, this research proposes that perceived firm sincerity and perceived firm empathy play mediating roles in the relationship between emoji use and customer forgiveness. In addition, the research identifies the moderating role of communication style in the proposed relationship. Results of three experimental studies indicated that the presence of the emoji in online complaint handling leads to an increase in perceived firm sincerity, which in turn increases perceived firm empathy and, subsequently, leads to customer forgiveness. The serial mediation effects (use of emojis → perceived firm sincerity → perceived firm empathy → customer forgiveness) were moderated by the service provider’s communication style. Specifically, the serial mediation effect occurs when an informal communication style, but not a formal communication style, is used. Furthermore, no difference exists in the research findings across different service types (hedonic vs. utilitarian).