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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 4 CONTENT The existing research about brand post popularity has been focusing on social media sites such as Facebook and Twitter. This thesis is therefor going to focus on visual content affecting brand post popularity on Instagram. This thesis is focusing on the travel industry, and more specifically on the airline industry since it is one of the most completive industries (Jashi, 2013). Instagram is being studied because of the lack of academic research in the field but also because the increased use of Instagram among companies. The purpose of this research is to get a better understanding about what kind of visual content on Instagram that increases customer engagement and how consumer’s viewing behaviour towards different kinds of pictures on Instagram in the airline industry is affected by the visual content in the post. 1.1 Structure of The Thesis This thesis is divided into nine chapters and three studies. The three studies are based on each other. Study two is based on study one and study three is based on study two. The first chapter consisted of an introduction to the different themes in this thesis. The second chapter consists of a literature review, of earlier research done on the topic, focusing on, social media usage in the travel and tourism industry, social media and customer relationship, and visual content affecting brand post popularity. The third chapter is a description of Instagram and the airline companies that are being analysed in this thesis. The purpose, research questions and hypothesis will be presented in the fourth chapter. The fifth chapter describes study one. The sixth chapter describes study two and the seventh chapter describes study three. The eight chapter is discussing the findings from all of the three studies, as well as the limitations and further research.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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