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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 21 CONTENT Finnair employs just under 5,000 people and has been awarded the best airline in Northern Europe seven years in a row, from 2010 to 2016 (Finnair, 2017). Finnair is using several different social media channels to connect with their customers. Their biggest social media channel in terms of followers is Facebook with almost 500,000 followers (Finnair Facebook Page, 2017). Twitter is the second biggest channel with 76,000 followers and Instagram comes on a third place with 68,000 followers (Finnair Twitter Page, 2017: (Finnair Instagram Page, 2017).). Finnair’s YouTube channel has almost 13,000 followers (Finnair Youtube Page, 2017). 3.5 Overview of Norwegian Norwegian was founded in 1993, and is the third largest low-price airline in Europe. The airline is flying to over 130 destinations in Europe, the Middle-East, North- Africa, Thailand, West-Indian, and the US. Norwegian has one of the youngest airline fleet, which is can be seen as a competitive advantage. Norwegian has been awarded a lot of awards including: The world’s best website among low-price airline 2016, The world’s best low-cost airline for long-haul flights 2016, and The best low-price airline in Europe 2016. (Norwegian, 2017) Norwegian is present on different social media channels such as Facebook, Instagram, Twitter, and YouTube. Their Facebook page has over 800,000 likes, while their Instagram has just over 72,000 followers (Norwegian Facebook Page, 2017; (Norwegian Instagram Page, 2017).). Norwegian’s Twitter channel is almost as popular as their Instagram channel with just under 68,000 followers (Norwegian Twitter Page, 2017). Their YouTube channel has 3,800 followers (Norwegian Youtube Page, 2017). 3.6 Social Media Usage of the Selected Airline Companies All the airlines that are included in this study are active on various social media sites. Facebook is by far the largest social media channel for all the airlines. SAS has the biggest Facebook page. Icelandair has the biggest Instagram channel, with over 230,000 followers, which is over 100,000 more followers than the second biggest. YouTube is not as popular as any other platforms. Finnair has the most subscribers with just under 13,000. The social media platform Google+ is only used by SAS. SAS is by far the biggest airline on all the social media platforms, except for on Instagram, where Icelandair holds the first place.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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