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. Digital advertising yields more than 100 billion dollars in the year 2018 in the U.S. (Maloy, 2018). Contemporary digital advirtisng exibits unprecedented growth of influencer marketing on social media by grabing maximum consumers’ attention through high-impact conversations about brands or products (Traackr, 2019). In social media promotion, marketers prefer to use influencer-generated content than brand-generated content because of its prevailing reliability among consumers (Traackr, 2019). Despite many studies investigated the effects of influencer-generated contents on digital advertising (Kim, Spiller, & Hettche, 2015), little examined the role of emoji used in influencers’ generated contents on consumer responses. An emoji refers to an image representing facial expressions, objects, or numbers that is used as a language in online communication (Grabowski, 2016). Previous studies mainly focused on the emotional valence caused by emoji while failed to consider consumers’ emoji elicited emotional arousal level (Das, Wiener, & Kareklas, 2019). Gorn, Pham, and Sin (2001) found that the emotional arousal level influences ad evaluation more than emotional valence. Meanwhile, researchers suggest that temporal orientation–individuals’ differences in their cognitive focus on either the present or future–may interact with their emotional valence or arousal level and influence subsequenct consumption behaviors (Bergadaa, 1990; Mogilner, Adker, & Kamvar, 2012). Accordingly, this study is to examine the effects of emoji arousal level as well as its interaction effect with consumers’ chronic temporal orientation on their purchase intentions toward an influencer-advertised product.

The Effects of Emoji on Influencer Advertising and Temporal Orientation on Purchase Intentions Keywords: Influencer Advertising, Emoji, Temporal Orientation, Construal Level