Consumer Behavior

The Emergence of Online Visual Product Reviews: Conceptualizing Needs and Approaches to Analyzing User Generated Photography

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Abstract

Although consumer photography appears as an emerging and essential feature of online reviews, few empirical studies have been introduced. Thus, the purpose of this conceptual study is not only to highlight how visuals can shift the focus and enhance communication among consumers, but to also challenge researchers to find appropriate methodological approaches in analyzing user generated photography of online reviews. In assessing future directions for analyzing user generated photography in online consumer reviews, we offer a few perspectives that may highlight current needs.Although the era of visual product reviews have just begun, their importance is already paramount, and thus a critical dialogue is needed. This conceptual study offers some perspective and urges researchers to turn a critical eye to the emergence of visual product reviews by searching for representative approaches in exploring and analyzing visual data in today’s online consumer environment.

Keywords: visual methodologies, online product reviews, consumer photography

How to Cite:

Ross, K. & Lee, Y., (2020) “The Emergence of Online Visual Product Reviews: Conceptualizing Needs and Approaches to Analyzing User Generated Photography”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11764