In this study, we aim to study the factors that affect the perceived value of images carrying the details of tourist locations posted on social networking sites (SNSs) and its effect on customer brand engagement in tourist locations. To empirically test the study model, we collected the data from 155 respondents and 130 were valid for further analysis. The partial least square structural equation modeling (PLS-SEM) approach was used to assess the measurement and structural model. The study results evidenced that the measurement model for study constructs were reliable and sound. Whereas, the results based on the structural model reported that the images posted on SNSs provide entertainment, credibility, and information regarding the tourist locations, which significantly determine the perceived value of images advertised on SNSs. We also found that the perceived value of images successfully predicts the customer brand engagement in images carrying the details of tourist locations. In contrast, irritation from images fails to impact the overall perceived value of images advertised on SNSs. This study is the first to utilize the Ducoffe model to assess the effectiveness of images posted on SNSs to predict customer brand engagement in images carrying the information of tourist locations. © 2024 Apple Academic Press, Inc.