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From faces to feels: The impact of human images on online review usefulness

Wang, Luqi; Chen, Ye; Xu, Yuany; Lin, Zhibin

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Authors

Luqi Wang

Ye Chen

Yuanyi Xu yuanyi.xu@durham.ac.uk
PGR Student Doctor of Philosophy



Abstract

This research draws upon visual rhetoric theory to investigate the influence of user-generated photos containing human images on the perceived usefulness of online reviews, the mediating role of perceived support, and the moderating effect of rebate disclosure. We conducted six empirical studies, including a social media analytics study and five experimental studies. The results indicate that online reviews containing human images, especially those with facial features, are perceived as more useful than those without, regardless of the reviews’ valence. Perceived support mediates this effect, while rebate disclosure weakens it. This study offers a fresh theoretical perspective and insights into the role of user-generated photos with human images in online reviews. Findings suggest that managers should prioritize visual rhetoric by incorporating human images in their communication with target customers, while also encouraging tourists to include these images in their posts, signifying support for the audience and improving content effectiveness.

Citation

Wang, L., Chen, Y., Xu, Y., & Lin, Z. (2023). From faces to feels: The impact of human images on online review usefulness. Journal of Travel Research, https://doi.org/10.1177/00472875231217738

Journal Article Type Article
Acceptance Date Nov 13, 2023
Online Publication Date Dec 29, 2023
Publication Date Dec 29, 2023
Deposit Date Nov 22, 2023
Publicly Available Date Dec 29, 2023
Journal Journal of Travel Research
Print ISSN 0047-2875
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
DOI https://doi.org/10.1177/00472875231217738
Public URL https://durham-repository.worktribe.com/output/1946887

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