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The role of visual cues in eWOM on consumers’ behavioral intention and decisions

Author

Listed:
  • R. Filieri

    (Audencia Business School)

  • Z. Lin
  • G. Pino
  • S. Alguezaui
  • A. Inversini

Abstract

Consumers increasingly use eWOM to make decisions about various products and services. However, few studies have investigated how different visual and verbal eWOM cues affect the intention and decision to visit tourist destinations and their attractions. The current study fills this gap by drawing on Dual Coding Theory and investigating the influence of verbal and visual eWOM cues on consumers' intention and behavior. The findings of a field study and an experimental study revealed that eWOM mainly affects tourists' intentions and decisions through visual cues. Specifically, popularity heuristics, performance visual heuristics, and user-generated pictures affect tourists' intention and decision to visit a destination and its attractions. Interestingly, information quality did not affect tourists' decisions. The study offers important theoretical and managerial implications.

Suggested Citation

  • R. Filieri & Z. Lin & G. Pino & S. Alguezaui & A. Inversini, 2021. "The role of visual cues in eWOM on consumers’ behavioral intention and decisions," Post-Print hal-04779114, HAL.
    • Handle: RePEc:hal:journl:hal-04779114
    DOI: https://doi.org/10.1016/j.jbusres.2021.06.055
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    Citations

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    Cited by:

    1. Xu, Jian & Zhang, Wei & Li, Hengyun & Zheng, Xiang (Kevin) & Zhang, Jing, 2024. "User-generated photos in hotel demand forecasting," Annals of Tourism Research, Elsevier, vol. 108(C).
    2. Jianhong Gan & Si Shi & Raffaele Filieri & Wilson K.S. Leung, 2023. "Short video marketing and travel intentions: The interplay between visual perspective, visual content, and narration appeal," Post-Print hal-04779129, HAL.
    3. Oana Pricopoaia & Irina Susanu & Sofia David & Florina Oana Virlanuta, 2024. "Applying Digital Marketing Strategies to Promote Tourist Areas in Romania in the Digital Era," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 26(Special 1), pages 1082-1082, November.

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