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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 12 CONTENT 2.4 The Effect of Visual Content in Pictures Earlier research show that pictures on social media are in many cases more popular than just text. Different types of images can also draw different amount of attention, and the visual content in images influences how much attention and engagement images are getting. There has been a lot of research regarding, the impact of colours in pictures, and especially in the field of the impact of colours in advertisement. According to Panigyrakis & Kyrousi (2015); Lee & Barnes (1989); Schindler (1986), colours play a major role in advertisement, and choosing the right colour is crucial. The aspects of a colour, such as hue, brightness, and saturation are affecting how the brain perceives colour. Castelhano & Henderson (2008), explains that colours helps the human brain to understand the structure of an object, meaning that if the colour is different from what we are used to see, it will take longer time for the brain to understand what the object is. According to Aslam (2006), the saturation and brightness of a colour is affecting the perception more than the hue of a colour. Saturation can be explained as how intense a colour is. The more saturation, the more intense the colour is (Techopedia, 2017). The brightness of a colour can be explained by how much light the colour is radiating. A colours hue is the set of pure colours in a colour mix (Work With Color, 2017). Research also show that vivid content will increase click-through rates on banner advertisement (Lothia, Donthu, & Hershberger, 2003). Pictures with similar colours are more pleasant for the human eye to watch (Schloss & Palmer, 2011; Sanocki & Sulman, 2011). According to Middlestadt (1990), products against a blue background are more liked than products against a red background. This contradicts the findings of Choi & Singh (2011), who found that the colour sphere of red is often considered more appealing than the the colour sphere of A challenge, today is to understand what kind of visual content in images that are affecting the differences in customer engagement on social media (Bakhshi & Gilbert, 2015). A study by blue. Bakhshi, Shamma, and Gilbert (2014), found that images with faces are 38% more likely to receive a like than an images without faces. According to King (2015), pictures on Instagram that are lighter, have more background, are more cold in the colour tone, and lower in saturation, get higher engagement rate than dark and warm pictures with no background.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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