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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 24 CONTENT 4.2 Visual Content Affecting Engagement Rate Interactivity. Different type of text attracts different amount of attention and can affect the engagement rate of a brand post. Posts that are interactive, such as asking a question are more likely to achieve more attention from consumers than posts, for example, promoting a product or service (De Vries et al., 2012). Other studies have found that posts with an inspiring and descriptive text tend to get higher engagement rates (Hansson et al., 2013; Van Noort et al., 2012; Cvijikj et al., 2011). Based on previous research it is to believe that posts with high interactive text reaches greater amount of engagement than posts with low interactivity. Hypothesis number one is as following: H1: Posts with engaging text will affect the engagement rate positively. Colour. There is a lot of research focusing on the impact of colours in advertisement (Panigyrakis & Kyrousi, 2015; Lee & Barnes, 1989; Schindler, 1986). There have been several different outcomes in various studies. King (2015) & Middlestadt (1990), argues that cold and blue colours are more appealing, while other studies argues that images with red colours are seen as more appealing (Bakhshi & Gilbert, 2015; Choi & Singh, 2011). Images that are shown in black and white are less likely to be liked on social media (Bakhshi & Gilbert, 2015). Studies have also shown that pictures consisting only of colours similar to each other, are more pleasant to look at (Schloss & Palmer, 2011; Sanocki & Shulman, 2011). Based on previous research the author of this thesis believes that the engagement level will be affected by the type of colour. Hypothesis number two is as following: H2: The engagement rate on Instagram posta is affected by the colours in the picture.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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