In today’s markets, the rise of social media channels has led to a dramatic influencing role for customers. Not satisfied with the passive role of being a receiver of firms’ offerings; customers proactively engage in engagement behaviors that influence other social actors embedded within networks. Recently, the digital world has been witnessing consistent technological advancements; hence the way customers influence others extends beyond written statements, to include visual content. Despite the acknowledged influence of visual compared to textual customer engagement behaviors (CEBs) in online contexts, a typology of forms of visual influence is yet unknown
