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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 6 CONTENT Table 1 presents the main findings from earlier research about social media, customer relationship and engagement. Table 1 Studies About Social media and Customer Relationship Author Year Maecker et al. 2016 Hennig- 2010 Thurau et al. Malthouse et 2013 al. attract the customer’s attention. Main Findings Social media can have a positive effect on customer relationship. Companies must understand how customers use social media in order to have a positive effect. Kumar et al. 2016 Singhal 2016 Elena 2015 Harrigan et al. 2016 Phua et al. 2016 Gamboa & 2014 Goncalves Firm-generated content can have a positive impact on customer relationship Companies that have a successful social media strategy, are often more likely to have more loyal customers. Social media can have a positive effect on customer relationship. Social media can have a positive effect on customer relationship. Successful social media strategy, will attract loyal customers. Social media will increase customer loyalty. Interesting contact points social media willPDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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