Effects of photos on WOM effectiveness

Word of mouth (WOM) is an influential source of consumer information for making purchase choices. Consumers can easily post visual information such as photos to convey product information and consumption-related experiences. Past research suggests that size of photos has various effects on consumer behavior. For example, in advertising, research suggests that size of photos is positively related to consumer memory and attitudes. When the same photo is shown in different sizes, a bigger photo induces significantly more positive attitudes towards a product than a smaller photo. However, no research could be identified that explores the impact of the size of photos on WOM effectiveness. The purpose of this dissertation, therefore, was to investigate impact of the size of photos on WOM effectiveness as measured by purchase intention. To investigate impact of the size of photos on WOM effectiveness, an experiment was conducted in a controlled computer laboratory. A sample of 180 undergraduate, internet experienced students from a tertiary institution in Hong Kong participated in this study. The experimental stimulus was an eWOM review (positive or negative) of a hamburger restaurant in an online restaurant review site. The review was either accompanied by a photo (large or small) or without a photo. Using an online questionnaire, the findings showed that the effects of photos on eWOM effectiveness are asymmetric: a positive eWOM with a photo has a magnifying effect on eWOM effectiveness regardless of photo size; only a negative eWOM with a large photo has a magnifying effect on eWOM effectiveness.