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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 23 CONTENT 4.1 Modified Framework for Instagram This research is based on earlier research on the topic of brand post popularity. A modified framework by Vries et al., (2012) was used as a foundation in study two. The original framework was not used despite its popularity due to its limitations. There are several differences in the content uploaded on Instagram of Facebook and the framework used in this study has been adjusted to fit Instagram. The adjusted framework can be seen in figure 1. The different variables that may effect on engagement level are based on earlier research about brand post popularity on social media and visual content in social media posts and advertising. Figure 1. Modified framework on brand post popularity on Instagram. Original framework by de Vries et al., (2012). Journal of Interactive Marketing, 26, p. 84PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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