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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 3 CONTENT One of the reasons for this could be that the attention span of people is getting shorter. According to a study done by Microsoft, the average attention span of a human is eight seconds (Watson, 2015). Engagement on social media can be measured in different ways such as likes, shares, and comments (De Vries, Gensler, & Leeflang, 2012; Peters, Chen, & Kaplan, 2013). De Vries et al. (2012) has developed a framework to measure what kind of content that creates the best engagement on Facebook. Their study concluded that Facebook posts with high level of vividness and posts with high level of interactivity are in favour of more engagement than posts with low level of vividness and low level of interactivity (De Vries et al., 2012). Previous research (Palmer & Koenig-Lewis, 2009; Hansson, Wrangmo, & posts with a descriptive and inspiring content are more likely to increase the engagement rates than posts without a picture. There are also other factors affecting engagement rates such as colour and the subject presented in the post. Research about the impact of colours have shown that different colours attract different amount of attention from the viewer (Middlestadt, 1990; Choi & Singh, 2011). Products held against a blue and cold background are, according to Middlestadt (1990), more liked than products against a red and warm background. Choi & Singh (2011), argues that colours of red often are more appealing than the the colours of blue. Images of people and faces are often used to attract attention of the viewer (Riegelsberger, Sasse, & McCarthy, 2003; Cyr, Head, & Larios., 2009). Images with some kind of emotion can, according to Pilarczyk & Kuniecki (2014) draw the attention of a consumer almost immediately. It is not only pictures of humans that are used to engage the viewer, animals are often used in advertisement to attract and engage people. Animals are often being used because they evoke emotions and have long been associated with humans (M. B. Holbrook, Stephens, & Holbrook, 2001; Sanders, 1990). Animals can be used to promote products or services without having any connections to the brand itself (Kim, Lim, & Bhargava, 1998). The perception of an animal can be transferred to the perception of the brand (Phillips, 1996). Different animals are used in different advertisement. Horses are often seen in advertisements promoting products and services perceived as masculine (Spears, Mowen, & Chakraborty, 1996). Søilen, 2013; Van Noort, Voorveld, & van Reijmersdal , 2012), show that FacebookPDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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