Primarily, social media marketing enhances visual appeal and increases the quality of electronic and word of mouth WOM conversations about the brand. Visual marketing is the ways in which the visual elements are appealing to the target market demography. Ideally, they should be able to relate to the brand by its aesthetic appeal. This would cause a major impact on the consumer and would lead towards the sustenance of the brand. The visual marketing appeal has been found to exist in several constructs of the society. It has been found to be expressed in various modals based on the innovative practices of the company and the needs of the consumers. The companies have always tried to develop the right visual content to appeal to its consume base. Tinnish (2013) explains how the use of visuals to present the restaurant industry online is one of the most effective ways to engage the audience. “Visual communication can capture the attention of the target audience and engage them in ways that data cannot through the use of color, layout, balance, arrangement, size and images” (p.1).
In the modern times, the consumers play an important role in the creation of the marketing content with the companies. One of the established paradigms of marketing is positive word of mouth. The established and the most conventional way is positive word of mouth. If the person expresses a positive review that the potential user makes up their mind about the product, this was the established hierarchy. With the growth of technology, the electronic word of mouth started to gain prominence (Hanna, Rohm, & Crittenden, 2011). It has been found in current times that word of mouth marketing has taken precedence in dictating people’s choices towards a product or service. In the current times people use photos and videos to make up their minds about a particular service or product. In the case of eWOM, the people use messages and texts to make up their mind about a service.