Exploring emoji as a viable cultural tool in WhatsApp communications among Malaysian undergraduates

An emoji is a form of a symbol in communication available on almost all social media platforms. Its convenience brings potential implications for its usage in digital communication. This study aims to explore the effectiveness of emojis in WhatsApp communication and the influence of culture on emoji usage among undergraduates in Malaysia. The study employed a qualitative approach in which semi-structured interviews were conducted with eight undergraduates of Universiti Sultan Zainal Abidin (UniSZA). The data were analyzed using inductive thematic analysis. Overall, the findings revealed that emojis increase communication efficiency. The participants have positive attitudes towards emoji usage. They describe emojis as viable symbols that help them to maintain social relations and express feelings. Additionally, the findings showed that Malaysian culture influences emoji communication by promoting harmony and relationships as well as instilling high context values in emoji usage. This research concludes that emojis can influence WhatsApp Communication positively if utilized correctly.