How Many Is Too Many: An Examination of Images in Electronic Word of Mouth

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 experime...

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Bibliographic Details
Published in:Journal of marketing development and competitiveness 2023-11, Vol.17 (3)
Main Authors: Zinko, Robert, Furner, Christopher P.
Format: Article
Language:English
Online Access:Get full text
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Summary: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.
ISSN:2155-2843
2155-2843
DOI:10.33423/jmdc.v17i3.6566