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

Authors

  • Robert Zinko Prairie View A&M University
  • Christopher P. Furner East Carolina University

DOI:

https://doi.org/10.33423/jmdc.v17i3.6566

Keywords:

marketing, development, electronic word of mouth, online reviews, e-commerce, consumer behavior, purchase intention, images

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.

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Published

2023-11-29

How to Cite

Zinko, R., & Furner, C. P. (2023). How Many Is Too Many: An Examination of Images in Electronic Word of Mouth. Journal of Marketing Development and Competitiveness, 17(3). https://doi.org/10.33423/jmdc.v17i3.6566

Issue

Vol. 17 No. 3 (2023)

Section

Articles

License

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