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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 11 CONTENT Table 3 Studies About Brand Post Popularity on Social Media Author Year Main Findings Cvijikj et al. 2011 Chauhan & 2013 Pillai Sabate et al. 2014 De Vries et al. 2012 Luarn et al. 2015 Heide et al. 2012 Cvijikj et al. 2013 Palmer & 2009 Koenig-Lewis Hansson et al. 2013 Van Noor et al. 2012 Posts concisting of a status update containing information about a subject caused the greatest number of comments and post consisted of videos 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 The convenience of the post, for the consumer is affecting the engagement rate. Posts including a picture will have the highest amount of engagement, and will achieve the highest amount of attention from consumers. Posts with high level of vividness and post with high level of interactivity are in favor of more engagement that post with low level of vividness and low level of interactivity Posts with high level of vividness will affect the popularity of a brand post positively. Posts with high vividness will create more engagement in terms of likes and comments. Posts including a photo will have higher engagement rate. Posts including a photo will have higher engagement rate. Posts including a photo will have higher engagement rate. Posts including a photo will have higher engagement rate.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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