Currently Retail Food brands understand the importance of social networks in meeting business objectives.Therefore, seek the participation of your clients in these portals through actions such as reactions, comments and shared content (metrics that represent eWOM).Although there are studies that vary the effects of the characteristics of the publications on the performance of eWOM, there are no investigations that identify the appropriate amount of emojis and characters in brand publications to generate greater interaction.Through a negative binomial regression model, the present study establishes the effects of emojis and the extension of the message on user participation on Facebook.The findings reveal that an increase in the number of emojis and characters has positive effects on eWOM actions.However, excessive use of these tools can lead to their decrease.