<p>This study aims to explain how the presence of emojis on s-commerce platforms influences purchasing behavior, depending on the type of service (utilitarian vs. hedonic) and the valence of comments (positive or negative) from other consumers. Across three experiments, it was found that the presence of emojis next to service-related comments positively impacts trust (Study 1). However, this effect varies according to the valence of the comment (Study 2) and the type of service (Study 3), ultimately influencing purchase intention. Both theoretical and practical contributions are offered by expanding the scope of social commerce to include emojis as a meaningful element. It shows that the presence of emojis in comments related to utilitarian services tends to reduce trust, whereas for hedonic services, emojis enhance purchase intention. Moreover, negative comments from other customers exert a stronger influence on individual trust, thereby reducing purchase intention. The study contributes to the literature on consumer behavior and s-commerce through several empirical findings: it examined the interaction between emoji use and consumer responses on a smartwatch sales website, manipulated the presence of emojis and the valence of comments on hotel booking platforms, and tested the effects of emojis in both hedonic (tourism) and utilitarian (mobile phone insurance) services.</p>