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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 7 CONTENT 2.2 Social Media – a New Way of Searching for Information Consumers have shifted from using traditional media to using social media when looking for information, and electronic word-of-mouth is considered more reliable than traditional media (Gruen et al., 2006; Park, Lee, & Han., 2007). Electronic word-of- mouth can be seen as a modern version of word-of-mouth (Chu & Kim, 2011). People share information and opinions on social media and this has led to that companies have changed their focus from using traditional media to different social media when trying to reach out to current and potential customers. The travel industry is one of the most competitive industry and it is crucial for companies to implement social media to satisfy demanding customers (Jashi, 2013). The travel industry is an information-heavy industry and it is heavily relying on word-of-mouth. Therefore, companies must understand the importance of being presence where their customers are, that is social media (Xiang & Gretzel, 2010; Pan et al., 2007; Gruen et al., 2006). Online-tourism domains, as Xiang, Woeber, and Fesenmaier (2008) refers to, are becoming more important in the travel industry. Online-tourism domains consist of different online platforms, such as search engines, booking sites, web sites, and social media. According to Xiang & Gretzel (2010), social media pages are updated more often than regular web pages, which means that Google foe example, is favouring these sites over traditional web sites. Social media sites are updated more often because it is easier (Xiang & Gretzel, 2010). Social media is according to Gretzel (2006) the perfect site for search engines. Consumers are switching from looking up information on traditional search engines to searching social media. A reason for this is that consumers do not use their computers to the same extent as they used to do (Tong et al., 2016). Today, consumers are using their mobile phones as their main tool for searching information about products and services. It is simply easier, and more convenient, to use and be active on social media through one’s smartphone than trough a web browser on a computer (Tong et al. 2016). These findings make it clear that travel industry have to change their focus from using traditional web sites as their main promotion channel to using social media as their main promotion channel. Uploading experiences and opinions about a specific topic has never been easier. People are using their mobile phones to capture the environment around them and uploading it on social media. Electronic word-of-mouth is not only about text, but also about photos from that specific occasion/place.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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