Abstract

Emotional expressions are ubiquitous in electronic word-of-mouth (eWOM) communication, but their effect on eWOM persuasiveness and the underlying mechanisms in the context of social networking services (SNS) have been underexplored. This research focuses on an extensively used nonverbal emotional cue in computer-mediated communication—the emoticon. Drawing on the emotion as social information model (EASI), we propose a conceptual framework to understand whether, how, and when emoticons influence the persuasiveness of eWOM on SNS. Results from a field experiment and a series of online experiments show that emoticons can increase eWOM persuasiveness through the mediating effects of enhanced recipient empathy and trust toward the sender and that these effects vary across situations. Specifically, the persuasive effect of emoticons occurs for both positive and negative eWOM when recipients and senders are close to each other. However, this effect occurs only for negative eWOM when recipients and senders have distant relationships.

About the Speaker

Dr. Lingyun Qiu is an associate professor of Department of Management Science and Information System at Guanghua School of Management, Peking University. His research interest is user behavior related to information technology and information systems, including but not limited to human-computer human-intelligence interaction design, online consumer behavior, algorithmic attitudes, and decision support systems. These studies are mainly used to analyze the behavioral characteristics and psychological processes that people exhibit when using various software systems, Internet applications (e.g., e-commerce, social media, audio/video content, etc.), artificial intelligence products, and AR/VR technologies. His research not only have positive implications for companies to optimize their product design, but also can provide policy advice for the government to evaluate the overall impact of next-generation information technology, new business models and new businesses on individuals, enterprises and the society.

Dr. Qiu has published dozens of scholarly articles, which have appeared in publications both home and abroad, such as MIS Quarterly, Journal of Management Information Systems, Journal of Association for Information Systems, Decision Support Systems, Information & Management, International Journal of Electronic Commerce, China Journal of Information Systems, Journal of Marketing Science and so on.