Emojis are paralinguistic elements that depict objects and situations and can enrich written text with semantic and emotional meaning. This paper examines the consequences of emojis in online product reviews. It proposes that reviews with emojis (vs. without) are perceived to be more helpful and can impact purchase behavior. The paper also suggests that mental simulation of the consumption situation mediates the effect of emojis on the impact of the online product review and proposes that (a) high (low) imagery emojis should have a greater (smaller) impact on review helpfulness, (b) the presence of product images in online product reviews reduces the effect of emojis, and (c) positive (negative) emojis should increase (decrease) purchase. The results of two field studies and four experimental studies support these propositions. The insights advance our knowledge of the consequences of this novel paralanguage (i.e., emojis) and identify specific characteristics that increase the helpfulness of online product reviews and stimulate purchase behavior of reviewed products or services.