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Table of Contents Table of Table ................................................................................................................................... 1 1 Introduction...........................................................................................................................1 1.1 Structure of The Thesis.............................................................................................................. 4 2 Literature Review .................................................................................................................5 2.1 Social media and Customer Relationship................................................................................. 5 2.2 Social Media – a New Way of Searching for Information ...................................................... 7 2.3 Content Affecting the Popularity of a Brand Post .................................................................. 9 2.4 The Effect of Visual Content in Pictures................................................................................ 12 2.5 The Use of Animals in Advertisement .................................................................................... 15 3 Analysis of Instagram and the airlines in this study........................................................17 3.1 Overview of Instagram............................................................................................................. 17 3.2 Instagram’s Engagement Tools............................................................................................... 18 3.2 Overview of Icelandair ............................................................................................................. 19 3.3 Overview of Scandinavian Airlines......................................................................................... 20 3.4 Overview of Finnair ................................................................................................................. 20 3.5 Overview of Norwegian............................................................................................................ 21 3.6 Social Media Usage of the Selected Airline Companies ........................................................ 21 4 Objectives and Research Questions ..................................................................................22 4.1 Modified Framework for Instagram ...................................................................................... 23 4.2 Visual Content Affecting Engagement Rate .......................................................................... 24 5 Study One ............................................................................................................................26 5.1 Methodology.............................................................................................................................. 26 5.2 Results........................................................................................................................................ 28 5.3 Discussion .................................................................................................................................. 31 6 Study Two............................................................................................................................32 6.1 Method....................................................................................................................................... 33 6.2 Results........................................................................................................................................ 35 6.3 Discussion .................................................................................................................................. 37 7 Study Three .........................................................................................................................39 7.1 Method....................................................................................................................................... 39 7.2 Results........................................................................................................................................ 41 7.3 Discussion .................................................................................................................................. 45PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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