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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 10 CONTENT This is in line with a study done by Van der Heide, D’Angelo, and Schumaker (2012) who argues that posts with high vividness will create more customer engagement in terms of likes and comments. Luarn et al. (2005) found that posts including a picture and a text were most popular. This is most likely due to the fact that photos are attracting people's attention better than only text. A study by Cvijikj, Spiegler, and Michahelles (2013) found that posts including a photo will generate a higher customer engagement rate that a just a text. The authors conclude that posts with a link in it will not engage people as much as a post with a photo. The study by Cvijikj et al. (2013), did not find any evidence that the time of the day, or day of the week, will have any significant effect on the post popularity. Other previous research does also show that Facebook posts with a descriptive and inspiring content are more likely to get higher engagement rate than posts without a picture (Palmer & Koenig-Lewis, 2009; Hansson, (2012), shows that inspiring content get shared the most. Earlier studies on brand post popularity shows that pictures are engaging more than text but most of the studies have been focusing on social media sites such as Facebook and Twitter. Little research has been done about brand post popularity on Instagram. This thesis is trying to help to fill that gap. Table 3 will present the main findings from earlier research about visual content affecting the popularity of a brand post. Wrangmo, & Søilen, 2013; Van Noort et al., 2012). A study by Berger & MilkmanPDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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