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McShane, Lindsay & Pancer, Ethan & Poole, Maxwell & Deng, Qi, 2021.Information Systems Research, INFORMS, vol. " Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective," " Online Display Advertising: Targeting and Obtrusiveness," " Getting too personal: Reactance to highly personalized email solicitations," Tiffany White & Debra Zahay & Helge Thorbjørnsen & Sharon Shavitt, 2008." The Perfect Fit: The Moderating Role of Selling Cues on Hedonic and Utilitarian Product Types," Das, Gopal & Mukherjee, Amaradri & Smith, Ronn J., 2018." Rejoinder-Implications of "Online Display Advertising: Targeting and Obtrusiveness"," Journal of Consumer Research, Oxford University Press, vol. " The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Friestad, Marian & Wright, Peter, 1994." Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing," Cheong Kim & Hyeon Gyu Jeon & Kun Chang Lee, 2020.The findings of this research provide both theoretical and managerial implications of the effects of emojis, and the reasons as to why their usage affects the desired ad goals when used in Sponsored Ads on Facebook from the perspective of sustainable marketing. Lastly, the emoji presence decreased perceived intrusiveness and also increased purchase intentions when consumers perceived ads to be less personalized. Third, the perceived intrusiveness did not mediate the relationship between emoji presence (vs. Second, the emoji use led to decreased purchase intentions. First, the emoji presence in Sponsored Ads on the News Feed did not prompt the users’ perceived intrusiveness. In the empirical investigations (an online study) conducted, the study revealed several interesting findings. We investigated the effect of emojis on consumers and then the extent to which ad personalization can attenuate intrusiveness to the point of influencing purchase intentions. This study seeks to examine purchase intentions in the context of Sponsored Ads on Facebook News Feeds, their perceived intrusiveness, and how the added factor of emoji presence can further affect consumer perception in order to suggest a pathway for establishing sustainable marketing strategies. Despite this fact, little research can be found on its effects on consumer purchase intentions. Emojis are prevalent in modern social media advertising.