Abstract
Electronic Word of Mouth researchers have shown the relationship between review
content and consumer outcomes to be affected by information overload. Using a
simulation-based experiment, this study examines the conditions under which increasing numbers of hotel images influence consumer outcomes. Findings suggest that under all conditions, two images are sufficient to establish trust in the reviewer, additional images do not significantly increase trust. When reviews are negative, images do not significantly increase purchase intention. When reviews are positive, additional images do increase purchase intention, with significant results up to 4 images, and non-significant incremental improvements after four images.
content and consumer outcomes to be affected by information overload. Using a
simulation-based experiment, this study examines the conditions under which increasing numbers of hotel images influence consumer outcomes. Findings suggest that under all conditions, two images are sufficient to establish trust in the reviewer, additional images do not significantly increase trust. When reviews are negative, images do not significantly increase purchase intention. When reviews are positive, additional images do increase purchase intention, with significant results up to 4 images, and non-significant incremental improvements after four images.
| Original language | English |
|---|---|
| Journal | Services Marketing Quarterly |
| DOIs | |
| Publication status | E-pub ahead of print - Nov 2025 |
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