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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 22 CONTENT 4 Objectives and Research Questions The literature review shows that there are a lot of studies focusing on brand post popularity on social media and what kind of content that draws attention from consumers. Studies about brand post popularity has mostly been focusing on Facebook and Twitter, while studies about what kind of visual content that draws attention has mostly been focusing on printed and online advertising and not so much on social media. Earlier research about the use of animals in advertising is limited, and research about the use of animals in social media advertisement is almost non-existing, despite the fact that animals are often used in advertisement. Earlier studies show that pictures on social media have a higher engagement rate than posts consisting of only text. The purpose of this thesis is to better understand the impact of visual content on customer engagement rate. The study is also going to measure consumer’s viewing behaviour on pictures on Instagram with different visual content. This research consists of three different studies. The first study consists of a descriptive statistics analysis and was conducted in order to get an overview of what kind of Instagram posts that are being posted by the four different airlines today. The second study was done to get a better understanding about how engagement rate is affected by the visual and was executed by a multiple regression analysis. Multiple regression can be a good way to get an overview of a cause and effect model but can also be misleading. According to Nisbett (2015), experiments are more superior to research than multiple regression. One of the reason is that assumptions are often wrong when it comes to human behaviour, therefore this research did conduct a third study in form of an eye-tracking experiment to get a better understanding about how the viewers viewing behaviour. With the purpose in mind, three research questions have been developed: Q1: What kind of photos are Icelandair, Finnair, SAS, and Norwegian posting today on Instagram? Q2: What kind of posts should airline companies post on Instagram in order to achieve a better engagement rate? Q3: How are different subjects in Instagram photos affecting viewing time?PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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