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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 5 CONTENT 2 Literature Review The literature review is going to be divided into four parts. The first part concludes studies about social media and customer relationship. The second part covers research about social media in the travel industry. The third chapter focuses on research done about variables affecting a post’s popularity on social media. The fourth and final part concludes earlier research done on the affect of visual content in images. 2.1 Social media and Customer Relationship Social media has changed the way companies and customer interact with each other and earlier research show that the use of social media can have an effect on customer relationship (Maecker, Barrot, & Becker., 2016; Hennig-Thurau et al., 2010: Malthouse, Haenlein, Skiera, Wege, Zhang, 2013; Kumar, Bezawada, Rishika, Janakiraman, & Kannan, 2016; Singhal, 2016; Elena, 2016; Phua, Jin, & Kim, 2016; Gamboa & Goncales, 2014). A well maintained social media strategy can have a positive effect on the relationship between a company and its customers, and social media can increase sales and the reduce customer turnover (Maecker et al.,2016); Elena, 2016; Gamboa & Goncales, 2014). According to Hennig-Thurau et al. (2010), social media has changed the marketing environment, and that the most important thing for companies today is to create a well functioning social media strategy. According to Malthouse et al. (2013), social media has empowered the customers and made them king. The consumers can filter what they want to see, therefor it is important for companies to create interesting contact points on their social media marketing campaigns in order to create good relationships. Customers engaging with companies on social media are more likely to stay with the specific company and purchase more, affecting the revenue of a company (Mecker et al., 2016; Singhal, 2016; Phua et al. (2016). Kumar et al. (2016), argues that firm-generated content uploaded on a company's social media site can affect the behaviour of the customer in a positive way. Firm-generated content can enhance the relationships between companies and customers, have a positive influence on the purchase intention and therefore, can have a positive impact on a firm’s revenue (Kumar et al., 2016). Social media is also the ideal channel to inspire customers, especially in the tourism industry, but companies must understand how to use the different visual aspects on social media sites (Harrigan et al., 2016).PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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