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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 19 CONTENT Direct Message: A user can send a photo or video to another user by clicking the paper airplane icon underneath a picture or video. This will send the content to another privately. The owner of the picture can not see if someone has sent the post to another person. The receiver of a direct private message will get a notification in the top right corner in his news feed. If a person sends a post that is posted by a private user, the receiver will not be able to see it. Repost: Reposting can be seen a third way of engaging. Reposting means that a person takes a another user’s photo or video and posts it on his/her page. There is no easy way of doing this in the official app, but can be done in several third-party reposting apps (appendix B). Reposting can be seen as using content from another user for free, this might be risky if not done accordingly. Berner (2015), states that if a person posts a image without the permission of the original uploader the image can be taken down. This means that in order to repost an image the user need to ask the owner of the picture permission before reposting it. Getting reposted can be a good thing as well, by getting reposted the user will get more reach and attention, which will help to attract more followers. Hashtag & Mentioning: Using hashtags in a picture is a good way to get a better reach of the picture. Using a hashtag, the photo or video is going to be connected with that particular hashtag, meaning that when other users search for that specific hashtag they find pictures with that hashtag. By using the symbol @, a user can mention other user. By doing this the mentioned account will get a notification that another user has mentioned them. This is an effective way of sharing pictures others. It can also be seen as a type of electronic word of mouth. 3.2 Overview of Icelandair Icelandair was founded in 1937, in Akureyri, in the northern part of Iceland. In 1940, the company moved its headquarter to Reykjavik, the capital of Iceland. Icelandair is a part of the Icelandair Group, which has 12 subsidiaries, focusing on Iceland as a tourist destination (Icelandair, 2017a). The location of Iceland is very convenient for an airline company. With the location, Icelandair can easily connect passengers flying from and to North America and Europe. This is one of the main strengths that Icelandair has. The location of the hub can be used as a marketing tool when attracting new customers.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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