From Faces to Feels: The Impact of Human Images on Online Review Usefulness
基于视觉修辞理论，通过六项实证研究发现，包含人物（尤其面部）的图片能提升在线评论的有用性，感知支持起中介作用，而返利披露会削弱该效应。
This research draws upon visual rhetoric theory to investigate the influence of user-generated photos containing human images on the perceived usefulness of online reviews, the mediating role of perceived support, and the moderating effect of rebate disclosure. We conducted six empirical studies, including a social media analytics study and five experimental studies. The results indicate that online reviews containing human images, especially those with facial features, are perceived as more useful than those without, regardless of the reviews’ valence. Perceived support mediates this effect, while rebate disclosure weakens it. This study offers a fresh theoretical perspective and insights into the role of user-generated photos with human images in online reviews. Findings suggest that managers should prioritize visual rhetoric by incorporating human images in their communication with target customers, while also encouraging tourists to include these images in their posts, signifying support for the audience and improving content effectiveness.