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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 18 CONTENT According to Kastrenakes (2015), photos in portrait form seems to attract more engagement that square photos, while square format seems to engage more than photos in landscape format. As earlier discussed, Instagram is becoming a popular marketing tool. According to Au (2012), marketers can post different kind of pictures on Instagram, in order to create engagement. The pictures can be categorized into; pictures of products, pictures of the production, behind the scenes pictures, pictures showing what the product can do, pictures of the people working at the company, and pictures of people using a specific product (Au, 2012). Engagement on Instagram can measured by the amount of followers, likes, and comments (Erkan, 2015). But also on the basis on the amount of mentions, and reposts. Pictures that are getting most engagement are pictures that are less product-oriented and more experience-oriented (Erkan, 2015). According to Phua et al. (2016), consumers that follow brands on Instagram, are showing a higher engagement rate than consumers on any other social media platform. Instagram has several advantages over other social media platforms. Instagram lets the user geo-tag a photo, tag another user in the photo, and use specific hashtags on a photo in order to make it more visible for other users (Fatanti & Suyadnya, 2015). 3.2 Instagram’s Engagement Tools Likes: Liking a photo or a video on Instagram is easy. By double tapping the picture or pressing the heart shaped icon above the picture to give it a like. If a user has a public profile other user can like the content without following the person. A user can choose to have a private profile which means that only people that have been accepted by the user is to view the content and like it. Comments: By pressing the balloon shaped icon a user can comment on a picture. A comment can be infinite but can only consist of text. Instagram does not allow users to comment a photo or a video by posting a visual content. This is a big difference from example Facebook and Twitter, where people can post comments including pictures. Users can also tag another user in the comment, by using the @-sign in front of the username. This can be seen as one sort of electronic word of mouth. Users can also use the hashtag symbol #subject, in order to get reach more people with the post. If a user writes a comment on a post with the hashtag symbol (e.g. #love), the picture will be included with all the others pictures using the same hashtag.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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