ArticlePloS one2025
Leveraging the potential of social media: Unveiling the influence of customer-generated photos on customer behavior.
Article in PloS one, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
1 citing paper in PubMed.
Corrections and comments
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Authors and funding
3 authors.
Funding
No grant is acknowledged in the PubMed record.
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 significantly influenced perceived informativeness, persuasiveness, and customer visit intentions. Likewise, perceived informativeness and persuasiveness directly and indirectly contributed to increased customer visit intentions. In addition, brand social media visual communication directly influences to drive customer visit intentions toward restaurants. This study offers fresh insights for restaurant marketers to devise innovative marketing strategies to influence customer behavior toward eateries. Employing a social media ecosystem, this study contributes to the heuristic-systematic and elaboration likelihood models by examining consumer behavior in the hospitality industry.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.