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In Study 2, participants indicate stronger social media engagement and behavioral intentions to sign a petition for reducing plastic pollution when (non) assertive Facebook messages (do not) include emojis.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The current research advances our understanding about how emojis interact with assertive and nonassertive message tonality in environmental social media campaigns. This research also provides new insights showing that positive emotion is the psychological mechanism underlying matching effects of emoji and message assertiveness.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-11-2020-0638","type":"journal-article","created":{"date-parts":[[2021,9,8]],"date-time":"2021-09-08T00:42:11Z","timestamp":1631061731000},"page":"988-1002","source":"Crossref","is-referenced-by-count":46,"title":["Emojis and assertive environmental messages in social media campaigns"],"prefix":"10.1108","volume":"32","author":[{"given":"Tae Hyun","family":"Baek","sequence":"first","affiliation":[]},{"given":"Seeun","family":"Kim","sequence":"additional","affiliation":[]},{"given":"Sukki","family":"Yoon","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1207-6876","authenticated-orcid":false,"given":"Yung Kyun","family":"Choi","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9834-7253","authenticated-orcid":false,"given":"Dongwon","family":"Choi","sequence":"additional","affiliation":[]},{"given":"Hyejin","family":"Bang","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2021,9,9]]},"reference":[{"key":"key2022050606030737300_ref001","unstructured":"Abe, J.A.A., Beetham, M. and Izard, C.E. 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