KOREASCHOLAR

This study tests the influence of multi-visual dimensions and textual features of electronic word-of-mouth (EWOM) on its perceived helpfulness on a sample from Saudi Arabia. This investigation is conducted in the context of Twitter through an online factorial experiment. The design incorporates a 3 (visual inclusion to text: with product-only photo, with product and face photo, without product photo) × 3 (EWOM valence: positive, positive and negative, and negative) between-subjects experiment (n = 540). It is concluded that when evaluating EWOM helpfulness, pictures do in fact contribute substantial value. For females, this effect is more pronounced when the EWOM is two-sided at the product-only photo level, and when EWOM is negative at the product with a face photo level. Thus, this study adds to the body of existing theories by arguing that EWOM helpfulness largely depends on how the textual and visual features of EWOM are communicated.

• Mohammed Alhumaid(Institute for Sustainable Industries and Liveable Cities, Victoria University, Melbourne, Australia; Department of Business Administration, College of Business, Jouf University, Sakaka, Saudi Arabia)
• David Bednall(Institute for Sustainable Industries and Liveable Cities, Victoria University, Melbourne, Australia)
• Bradley Wilson(Institute for Sustainable Industries and Liveable Cities, Victoria University, Melbourne, Australia; Department of Services Management, University of Bayreuth, Bayreuth, Germany)