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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 13 CONTENT King (2015), argues that pictures with one dominant colour is more likely to get a higher level of engagement. Bakhshi & Gilbert (2015), researched about what kind of pictures gets shared the most on the social media networking site Pinterest. The result in their study was that colour pictures had an advantage over black and white pictures. Black and white images do not impact the viewer as much as colour pictures in news paper advertisement according to Schindler (1986). Bakhshi & Gilbert (2015), found that pictures with a dominant colour of red, and with high saturation are more likely to get shared. Pictures with a dominant colour of blue, black, green, and yellow were less likely to be shared (Bakhshi & Gilbert, 2015). Advertisement is used to evoke emotions and the use of images in advertising helps to increase the levels of emotion response (Cyr et al., 2009). Pictures affect consumers more than text in advertisement (Short, Williams, & Christie, 1976). Images of people are often used to increase consumer loyalty towards a company, and to get the attention of consumer (Riegelsberger et al., 2003; Cyr et al., 2009). Images with a “friendly” face were especially known to increase the trust and the attention (Riegelsberger et al., 2003). A study done by Small & Verrochi (2009), show that when people see an image of a sad human face, the viewer will feel the sam set of emotions. Images with some kind of emotion will, according to Pilarczyk & Kuniecki (2014), draw the attention of a consumer almost immediately. Facial expressions are according a way of communicating without a language, all expressions have the same meaning in all languages (Batty & Tailor, 2003). Facial expressions can be seen as a universal language (Batty & Tailor, 2003). Images of people has been used in advertisement to attract viewers. People are however not the only subject that have been used to get the attention of the viewer, animals are common to use in order to catch the viewer’s eye. Table 4 presents earlier research done on the topic about how different content in a picture affects how much attention and popularity the image is getting.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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