Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

• Published in: Journal of service research : JSR Vol. 27; no. 2; pp. 231 - 249
• Main Authors: Azer, Jaylan, Blasco-Arcas, Lorena, Alexander, Matthew
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01-05-2024; SAGE PUBLICATIONS, INC
• Subjects: Social networks; customer engagement behavior; visual content; image act theory; communication; social media; visual modality of engagement
• ISSN: 1094-6705; 1552-7379
• DOI: 10.1177/10946705231190867

Customers proactively engage with firms’ offerings through behavioral manifestations such as brand-related social media posts, influencing other customers in online networks and, consequently, affecting brand value. With the growth of visually oriented social media platforms, interest has increased in understanding customer engagement behavior (CEB) using visual content. In this paper, we build on CEB, image acts, visual content, and communication theories to conceptualize the Visual Modality of Engagement (VME). Using both field and lab studies, we develop a typology of four distinct positive (experiential, evidential) and negative (mocking, dissuasive) forms of VME and offer empirical evidence revealing they induce different brand-related (purchase intentions, brand evaluation) and other customer-related (willingness to imitate, resharing intentions) outcomes. Additional results also reveal outcomes vary by the interplay of social and brand interactions with the various VME forms. The findings of this research offer guidance to content managers for the development of more effective engagement strategies in social media marketing.
Graphical Abstract