<![CDATA[The development of digital communication has encouraged the use of expressive elements in advertising, one of which is emojis. Emojis are visual symbols representing emotions, ideas, and objects that enrich text-based messages and create more engaging interactions. In digital marketing, emotional aspects play an important role in shaping consumer perceptions and influencing purchase intention, defined as the likelihood of a person buying a product after evaluation. This study aims to analyze the effect of emoji presence in social media advertisements on consumers’ emotional responses and purchase intention. A quantitative method with an experimental design was applied to compare participants’ reactions to advertisements with and without emojis across product types. The results show that advertisements containing emojis generate higher positive emotional responses than those without emojis. Positive affect acts as a mediating variable that increases advertisement acceptance and strengthens purchase intention. However, no significant differences were found between the effectiveness of emojis for hedonic and utilitarian products. These findings confirm that emojis function as a universal communication tool that enhances engagement and emotional connection, allowing marketers to design more appealing and persuasive digital promotional content.]]>
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