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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 1 CONTENT 1 Introduction With the rise of social media in the beginning of the 21th century the airline industry underwent, as any other business, a big change. Social media changed the communication between consumers and businesses, from a one-way communication model, to a two-way communication model (Champoux, Durgee & McGlynn, 2012; Vanauken, 2014). The most known type of social media are social networking sites, such as Facebook, Twitter, and Instagram (Go & You, 2015). Facebook is by far the biggest platform with over 1.71 billion monthly active users, and platforms like Instagram (500 million monthly active users), Twitter (313 million monthly active users), and Snapchat (200 million monthly active users) does not come near the popularity of Facebook (Statista, 2016). Looking at the numbers of users for each platform, it is clear that social media plays an important role in how people and companies interact today. Today a lot of businesses, are using social media platforms to promote their services and/or products. A study conducted by Stelzner (2015), focusing on social media sites as a marketing tool in B2C industries, found that 97% of the marketers use social media to promote their business and 92% said that social media plays an important role in their marketing strategy. Social media can be used as a tool for companies to implement in their marketing mix, and are according to Mangold and Faulds (2009), influencing consumers’ behaviour in many different ways, such as opinions, attitudes, and purchase behaviour. Social media are not only being used by companies as a direct advertising tool, but are also being implemented in many firm’s traditional customer relationship management routines (Choudhury & Harrigan, 2014). According to McEleny (2016), social media platforms are the most important tools when it comes to building customer relationship in the airline industry. According to Pan, MacLaurin, & Crotts (2007), consumers are posting more often, especially when travelling, of their own opinions on different social media sites such as blogs and social media networks. It is also becoming popular to look up information on social media sites (Tong, Bao, & Chong, 2016). Instagram, is the seventh biggest social media site (Statista, 2016), and the perfect platform to share pictures and opinions. With a couple of clicks, one can easily share a picture to broad audience.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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