I Hate It (Smiley with Heart): Exploring Generation Z’s Perceived Socio-Psychological Motives, Attitudes, and Cultural Impact on Incongruent Emoji Use

This study examined Generation Z’s perceived socio-psychological motivations and attitudes toward incongruent emoji use, particularly focusing on cultural influences at both national and situational levels. Grounded in Uses and Gratifications Theory and the concept of language attitudes, the study employed a quasi-experimental design using social media-style stimuli where emoji congruence and emotional intensity were manipulated. Results indicated that incongruent emoji use was significantly associated with motivations including expressing uniqueness, belonging, humor, and saving face, while releasing emotions and seeking emotional support were more linked to congruent emojis, and was perceived as more creative but less appropriate and comprehensible. Overall, these findings suggest that Generation Z uses incongruent emojis as strategic tools for identity expression and self-presentation in public digital spaces. The study reveals that situational-level cultural orientations are more influential than national-level categories, reflecting cultural convergence in online environments.