This study explore how facial expressions in profile images impact contact tendencies on small business-to-business websites visitors. This paper is responding to a need for research on context-specific effects of human images. It examines how a consultant’s smiling profile photo influences the likelihood of website visitors initiating contact. The results from a conjoint study reveals that a smiling profile image significantly increased contact likelihood, while a neutral expression had less impact, and no profile image reduced contact likelihood the most. These insights offer practical implications for small businesses and guide future research directions. The full research paper can be found in Interacting with Computers and is presented at Forskning.no.
Examining the Relative Impact of Professional Profile Images and Facial Expressions in Small Business-to-Business Marketing Online
