We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
How Many Is Too Many: An Examination of Images in Electronic Word of Mouth.
- Authors
Zinko, Robert; Furner, Christopher P.
- Abstract
Recent work in electronic Word of Mouth (eWOM) has examined the influence of adding images to text reviews of products on consumer outcomes. This study advances the eWOM paradigm by exploring how many images are needed in a review in order to best affect consumer outcomes A simulation-based experiment was conducted, and hedonic and utilitarian reviews were presented with an increasing number of images. Inconsistent with the hypotheses expectations, the results showed no advantage in adding additional images to hedonic or utilitarian reviews. The outcomes show that more images do not necessarily result in better outcomes than fewer images.
- Subjects
WORD of mouth advertising; WORD-of-mouth communication; PRODUCT reviews; CONSUMER behavior; CONSUMERS' reviews; CONSUMERS
- Publication
Journal of Marketing Development & Competitiveness, 2023, Vol 17, Issue 3, p112
- ISSN
2155-2843
- Publication type
Article
- DOI
10.33423/jmdc.v17i3.6566