Purpose Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the visual form of UGC, on brand image in services is limited. The purpose of this paper is to introduce the concept and a comprehensive framework of image word of mouth (IWOM), which identifies UGI as visual articulations of service experiences that result in consumer judgment of service brand image. The framework takes a consumer-focussed approach and covers key branding issues relevant to services marketers such as identifying and linking valued services dimensions, made evident through IWOM, to ideas and thoughts inferred by consumers (viewers) of the brand image and consequent consumer intentions. Design/methodology/approach The paper reviews and synthesises current services, marketing and branding literature surrounding electronic word of mouth (WOM) and UGC, where it highlights the need to consider interpretations of UGI as persuasive forms of visual WOM or IWOM, as well as a critical stimuli of brand image. Findings The paper illuminates the importance of adopting a visual perspective that applies constructs developed in cognitive psychology, to decode how viewers (consumers) interact and form associations of brand image via IWOM. Originality/value The paper examines, integrates and adds to extant literature surrounding WOM, UGC, visual images and brand image within services.

© 2020, Emerald Publishing Limited. Purpose: Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the visual form of UGC, on brand image in services is limited. The purpose of this paper is to introduce the concept and a comprehensive framework of image word of mouth (IWOM), which identifies UGI as visual articulations of service experiences that result in consumer judgment of service brand image. The framework takes a consumer-focussed approach and covers key branding issues relevant to services marketers such as identifying and linking valued services dimensions, made evident through IWOM, to ideas and thoughts inferred by consumers (viewers) of the brand image and consequent consumer intentions. Design/methodology/approach: The paper reviews and synthesises current services, marketing and branding literature surrounding electronic word of mouth (WOM) and UGC, where it highlights the need to consider interpretations of UGI as persuasive forms of visual WOM or IWOM, as well as a critical stimuli of brand image. Findings: The paper illuminates the importance of adopting a visual perspective that applies constructs developed in cognitive psychology, to decode how viewers (consumers) interact and form associations of brand image via IWOM. Originality/value: The paper examines, integrates and adds to extant literature surrounding WOM, UGC, visual images and brand image within services.

This study decodes the functions and meanings conveyed through sojourner user-generated images (UGI) and furthers the application of the theory of visual rhetoric to tourism by examining the online visual communications of sojourners—an understudied yet critical group of consumers and producers of tourism. A two-step qualitative mixed-method approach, involving expert interviews and visual rhetorical analysis of 453 sojourner UGI was adopted. Key findings resulted in the conceptualization of a theoretical framework that explains the construction of sojourner UGI. The framework identifies contemporary online visual culture, and the different frames sojourners move between (tourist, resident, home, and away) as factors that shape, and differentiate sojourner UGI from those of tourists. Collectively, the findings provide an initial understanding of sojourners as key visual influencers/online organic agents that offer destinations, specifically conurbations, the reach, relevance, and resonance in targeting the unique VFR segment, a key post-crises tourism segment.

<p>Visual images are fundamental to the promotion of tourism destinations and convey critical aspects of destination image. As such, Destination Marketing Organisations (DMOs) have capitalised on the art of image making and disseminating place myths to capture the attention of consumers through mass media. However, the growing popularity of online networks has connected billions of active consumers, elevating word of mouth (WOM) into its electronic form, e-WOM, and causing a shift in the balance of power and knowledge — where DMOs are no longer solely responsible for the communication of a destination’s image. Despite the growing number of studies surrounding e-WOM and user-generated content (UGC), few scholars have endeavoured to examine the capacity of user-generated images (UGI) as persuasive visual displays of WOM, and the role of their creators (consumers) as influencers able to spread marketing rhetoric; in particular aspects of destination image, through the visual mode. </p> <p>Acknowledging the growing popularity of visual platforms and digital devices that allow consumers to articulate themselves creatively, this study introduces image-generated WOM (iWOM), and examines the value of UGI as visual manifestations of WOM, and its relevance to consumers, specifically sojourners (as skilled visual influencers), able to shape viewer perception and stimulate VFR (visiting friends and relatives) tourism — a form of tourism that is a product of existing social relationships. Underpinned by the theories of visual rhetoric and emotional contagion, and building on studies in destination image, WOM and VFR tourism, this iterative sequential mixed-methods research comprises expert interviews, quantitative analysis of dyadic/paired survey data and a rhetorical visual analysis. </p> <p>Key theoretical contributions of this research include: moving the emphasis of WOM from textual/verbal to visual forms of communication; and establishing the position of UGI as persuasive artefacts that can be used to stimulate VFR tourism, where studies in VFR tourism have neglected research in areas pertaining to online communications. In addition, this study demonstrates the difference in the intervening role of tie strength and relationship type (friend/relative) in viewer consumption of images received. This study contributes to practice by establishing the importance of sojourners as critical online ambassadors able to connect destinations, specifically conurbations with constrained resources that tend to fall outside popular tourism centres, to global VFR markets. Further, the rich contextual findings garnered from the visual analysis provide insights into interactions between sojourners and the destination that have implications for city planners, tourism and hospitality marketers. </p>

<p>Visual images are fundamental to the promotion of tourism destinations and convey critical aspects of destination image. As such, Destination Marketing Organisations (DMOs) have capitalised on the art of image making and disseminating place myths to capture the attention of consumers through mass media. However, the growing popularity of online networks has connected billions of active consumers, elevating word of mouth (WOM) into its electronic form, e-WOM, and causing a shift in the balance of power and knowledge — where DMOs are no longer solely responsible for the communication of a destination’s image. Despite the growing number of studies surrounding e-WOM and user-generated content (UGC), few scholars have endeavoured to examine the capacity of user-generated images (UGI) as persuasive visual displays of WOM, and the role of their creators (consumers) as influencers able to spread marketing rhetoric; in particular aspects of destination image, through the visual mode. </p> <p>Acknowledging the growing popularity of visual platforms and digital devices that allow consumers to articulate themselves creatively, this study introduces image-generated WOM (iWOM), and examines the value of UGI as visual manifestations of WOM, and its relevance to consumers, specifically sojourners (as skilled visual influencers), able to shape viewer perception and stimulate VFR (visiting friends and relatives) tourism — a form of tourism that is a product of existing social relationships. Underpinned by the theories of visual rhetoric and emotional contagion, and building on studies in destination image, WOM and VFR tourism, this iterative sequential mixed-methods research comprises expert interviews, quantitative analysis of dyadic/paired survey data and a rhetorical visual analysis. </p> <p>Key theoretical contributions of this research include: moving the emphasis of WOM from textual/verbal to visual forms of communication; and establishing the position of UGI as persuasive artefacts that can be used to stimulate VFR tourism, where studies in VFR tourism have neglected research in areas pertaining to online communications. In addition, this study demonstrates the difference in the intervening role of tie strength and relationship type (friend/relative) in viewer consumption of images received. This study contributes to practice by establishing the importance of sojourners as critical online ambassadors able to connect destinations, specifically conurbations with constrained resources that tend to fall outside popular tourism centres, to global VFR markets. Further, the rich contextual findings garnered from the visual analysis provide insights into interactions between sojourners and the destination that have implications for city planners, tourism and hospitality marketers. </p>