The role of visual cues in eWOM on consumers’ behavioral intention and decisions

Consumers increasingly use eWOM to make decisions about various products and services. However, few studies have investigated how different visual and verbal eWOM cues affect the intention and decision to visit tourist destinations and their attractions. The current study fills this gap by drawing on Dual Coding Theory and investigating the influence of verbal and visual eWOM cues on consumers’ intention and behavior. The findings of a field...