Leveraging the potential of social media: Unveiling the influence of customer-generated photos on customer behavior.

ABSTRACT: Recent research shows that social media has enormous potential for customers and enterprises, but this potential has been largely untapped. This study investigates the influence of customer-generated photos on social media to drive customer visit intentions via the argument quality of online reviews, including perceived informativeness and persuasiveness, by integrating the direct and moderating effects of brand social media visual communication and controlling customer demographics such as gender, age, and income in the context of restaurants. This study collected 1,137 responses from different customers through an online survey. After carefully filtering data, 980 customer responses were analyzed using structural equation modeling. This study discovered that customer-generated photos sig

SUBMITTER: Safeer AA 

PROVIDER: S-EPMC12407435 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature