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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.

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.

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.

The paper examines, integrates and adds to extant literature surrounding WOM, UGC, visual images and brand image within services.

A company's corporate image is very important and it can be conveyed through visual images. In order to provoke interest and grasp attention, visual application is an important communication process. The purpose of this paper is to explore the cultural aspects that affect consumers' interpretation of visual communication in terms of corporate imaging/branding through electronic images on the internet. Specifically two different countries' cultures are being compared: the United States and India.

Web images of 30 brands, selected from a list of top 100 brands have been chosen and compared in both scenes.

The results show that some differences really do exist, especially regarding illustrations, groups of people and information in the visual image.

There are additional sub‐cultures in both countries. Future research could take these sub‐cultures into consideration.

Marketing managers should take cultural aspects into consideration when developing virtual marketing campaigns because culture does matter when it comes to visual images as not every culture prefers the same types of visual appeals. Additionally, by adapting visual images to cultures a company will be able to clearly identify its target group and can be assured that the right audience is being reached.

Much research has been done on examining Western countries such as the United States and the United Kingdom with Asian countries such as China and Japan, but not with India.

The purpose of this study aims to identify the impact of verbal-visual cognitive styles on the level of satisfaction and behavior in the textual and content search of Google Images.

“Riding” cognitive style test and satisfaction questionnaire were used as data collection tools. Also, to collect data related to the image search behavior, the subjects’ transaction files were recorded using Camtasia software and then the files observed and reviewed. The research sample was 90 postgraduate students of Shiraz University.

The results showed that cognitive styles in interaction with the text-based and content-based search system of “Google Images” affected user’s satisfaction. Text-based image retrieval, in which vocabulary-based information needs were expressed, was more compatible with the verbal cognitive style and resulted in greater satisfaction. In contrast, in content-based image retrieval, where it was possible to express information needs in the form of images, users were more satisfied with the visual cognitive style. Verbal users performed more positively in text-based search and visual users in content-based search.

Considering the research gap, which has identified the performance of visual text-based and content-based systems in terms of satisfaction and cognitive style search behavior, the present study could be considered a small effort to promote science.

This research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of likes and shares, and further investigates the moderating role of image brightness.

Drawing on a deep learning analysis of 85,975 images on a social media platform in China, this study investigates visual complexity in FGC.

The results indicate that pixel-level complexity increases both the number of likes and shares. Object-level complexity has a U-shaped relationship with the number of likes, while it has an inverted U-shaped relationship with the number of shares. Moreover, image brightness mitigates the effect of pixel-level complexity on likes but amplifies the effect on shares; contrarily, it amplifies the effect of object-level complexity on likes, while mitigating its effect on shares.

Although images play a critical role in FGC, visual data analytics has rarely been used in social media research. This study identified two types of visual complexity and investigated their differential effects. We discuss how the processing of information embedded in visual content influences consumer engagement. The findings enrich the literature on social media and visual marketing.

This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.

Three studies were conducted through an experimental design. Study 1 (N = 155) uncovered the mediation underlying the effects of image quality (low and high image resolution). Study 2 (N = 160) replicated the findings of the first study and extended the investigation by examining the mediator (fluency) and moderator (visual sensitivity). Study 3 (N = 291) further extended the effects of image resolution by demonstrating its interactive effects with the visual complexity of an Instagram post design in a 2 × 2 factorial experiment.

The serial mediation analysis demonstrated that high image resolution CM posts yielded more favorable evaluations in terms of brand credibility and information costs saved, subsequently leading to positive brand attitudes, purchase intentions and increased Instagram engagement. Processing fluency mediated image effects on brand credibility, while individual differences in visual sensitivity moderated the image effects. The image resolution effects were greater for visually complex CM posts compared to simple ones.

To one's best knowledge, little to no research has examined the image quality of Instagram posts in the context of CM and the extent to which such visual cues can affect consumers' brand evaluations and engagement on the platform.

Despite its practical significance, there exists a notable gap in understanding the specific role of CM posts on Instagram and the impact of visual elements on consumer behaviors. The current research findings aim to bridge the research gap.

This paper aims to propose a theoretically informed and analytically rigorous research framework that sustainability researchers could use or further develop to examine visually persuasive messages in photographs.

Drawing on the theoretical constructs of Peirce’s (1991) visual semiotic system of icon, index and symbol and Aristotle’s (1984) persuasive appeals of ethos, pathos and logos, the authors propose a research methodology that provides an explicit step-by-step guidance to examine visually persuasive messages in sustainability-related photographs. The sustainability-related photographs in The Coca-Cola Company’s 2018 Business and Sustainability Report are examined to illustrate the application of the framework.

This paper develops a research framework and provides empirical evidence of the use of the framework to enhance the understanding of visually persuasive messages depicted in photographs.

The proposed framework serves as a springboard for further research into visually persuasive messages.

The research framework of visual persuasion is novel and can be used by sustainability researchers to analyse photographs in corporate reports. It can be extended/modified to capture visual representations in different contexts and other disciplines as well.

This paper seeks to offer a rationale and practical suggestions for the integration of visual literacy instruction and information literacy instruction practice and theory.

The paper aligns visual literacy and information literacy competency standards, revealing connections and opportunities for practical integration during library instruction and traditional classroom instruction.

On analysis of 11 visual literacy competencies, three exhibit a strong relationship with the ACRL's Information Literacy Competency Standards.

The paper provides guidelines for teaching and learning scenarios that may be used in a library instruction session or as part of a course curriculum.

The paper advocates the alignment of visual literacy and information literacy competencies as a method for connecting multiple literacies in information literacy instruction.

This study aims to explore visual artists’ image needs and the obstacles they face in meeting them.

The visual artists, participating in the study, included painters, graphic designers, textile designers, architects and sculptors who were faculty members in two oldest art institutions of Pakistan. A total of 20 face-to-face interviews representing four participants from each visual artists group were conducted. The textual data were analyzed thematically, using NVIVO 12 software.

Results showed that under-study visual artists need images mainly for academic purposes (teaching, assignments, etc.) and for professional and research purposes. However, they require images quite often, as a majority of the respondents told that they need images on daily basis.

The study findings provide an insight for information science professionals, system designers and image librarians regarding visual artists’ image using behavior.

As the researchers could not find any such study in local context, and a very few globally, therefore, this study may serve as a baseline for further research in this area.

This paper surveys theoretical and practical issues associated with a particular type of information retrieval problem, namely that where the information need is pictorial. The paper is contextualised by the notion of a visually stimulated society, in which the ease of record creation and transmission in the visual medium is contrasted with the difficulty of gaining effective subject access to the world's stores of such records. The technological developments which, in casting the visual image in electronic form, have contributed so significantly to its availability are reviewed briefly, as a prelude to the main thrust of the paper. Concentrating on still and moving pictorial forms of the visual image, the paper dwells on issues related to the subject indexing of pictorial material and discusses four models of pictorial information retrieval corresponding with permutations of the verbal and visual modes for the representation of picture content and of information need.

Online images can convey sensory-based elements affecting digital users' emotions and digital engagement. The purpose of this study is to investigate which image-based features are more effective in conveying and stimulating particular emotions and engagement towards organizations operating in the food industry.

An online experimental survey was implemented. Two image-based features, narrativity and dynamism were chosen. The stimuli comprise four images, one with high and one with low level of narrativity, and one with high and one with low dynamism, published by a food company on its official Instagram account. Food-identity, emotional appeals and digital visual engagement behaviours were measured. A total of 141 students between 19 and 25 years old of a European University completed the questionnaire. Data was analysed through SPSS software using t-test analysis.

Results show that both narrativity and dynamism impact digital users' emotions and it was found to impact digital visual engagement attitude. Food involvement was measured in terms of food identity impact the effects of specific image-based features on emotions and visual engagement.

The study focuses on only two visual social semiotics features – narrativity and dynamism – and therefore, only partially captures the potentialities of images in digital communications.

This study provides professionals with empirical evidence and insights for effectively planning a visual social media strategy.

This paper contributes to the stream of research in social media communications by investigating the visual social semiotic features of images published online by a food company.