PDF Publication Title:
Text from PDF Page: 017
CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 9 CONTENT 2.3 Content Affecting the Popularity of a Brand Post Knowing what kind of social media content that will engage customers is crucial for all marketers using social media as a part of their marketing mix. According to Cvijikj, Spiegler, and Michahelles (2011), there is a difference in popularity between brand posts on Facebook. Facebook posts that consists of a status update containing product information caused the greatest number of comments, while videos caused the greatest number of likes. Posts that had a photo in it, had the longest interaction duration, but the least amount of likes and comments (Cvijikj et al., 2011). Post that were linked with a competition were not as popular as post containing a question (Cvijikj et al., 2011). According to Chauhan & Pillai (2013), it is important for brands to optimize their messages on social media in order to sustain the interest level of the consumers. Their findings show that not only the content had an effect on the popularity, but also the convenience of the post, meaning that the post have to be posted when the consumer is most likely to read it. Sabate et al. (2014), did a similar study as Cvijikj et al. (2011), on Facebook posts. According to their study posts including a picture got the highest rate of engagement and will achieve the highest amount of attention from consumers. Using images will significantly increase the brand post popularity. Videos are according to Sabate et al. (2014) not adding additional engagement, when compared to posts with images. One reason for this could be the fact that images takes longer to view (Sabate et al., 2014). Their findings also show that depending on what time of the day a post is posted; the engagement rate is different. Posts posted during business hours are more likely to get more comments, while posts, posted outside office hours are more likely to get more likes (Sabate et al., 2014). The reason for this might be that it is more convenient for a person to write a comment from a desktop computer, used at work, than from a mobile phone. A study by De Vries et al. (2012), found that Facebook posts with high level of vividness and posts with high level of interactivity are in favour of more customer engagement that posts with low level of vividness and low level of interactivity and that posts including a question are in favour over posts without a question. A study by Luarn, Lin, and Chiu et al. (2015), also show that Facebook posts with high level of vividness will affect the popularity of a brand post positively.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
PDF Search Title:
STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRYOriginal File Name Searched:
thesis-instagram-business-marketing.pdfDIY PDF Search: Google It | Yahoo | Bing
Cruise Ship Reviews | Luxury Resort | Jet | Yacht | and Travel Tech More Info
Cruising Review Topics and Articles More Info
Software based on Filemaker for the travel industry More Info
The Burgenstock Resort: Reviews on CruisingReview website... More Info
Resort Reviews: World Class resorts... More Info
The Riffelalp Resort: Reviews on CruisingReview website... More Info
CONTACT TEL: 608-238-6001 Email: greg@cruisingreview.com (Standard Web Page)