... and synthesises current services, marketing and branding literature surrounding electronic word of mouth (WOM) and UGC, where it highlights the need to consider interpretations of UGI as persuasive forms of visual WOM or IWOM, as well as a critical stimuli of brand image. Findings The paper illuminates...

...-commerce Social marketing Engagement Electronic word of mouth eWOM Social networking Consumers, at present, have the tendency to exchange their sentiments and encounters about products between each other, and this is alluded to as word of mouth (WOM) (Arndt, 1967). WOM, is the impact...