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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 26 CONTENT 5 Study One Study one was conducted to get an overview what kind of Instagram posts Icelandair, Finnair, SAS, and Norwegian are posting on their Instagram. The difference in the engagement rate was also measured. The engagement rate on social media can be measures in different ways (De Vries et al., 2012; Peters, et al., 2013). The engagement rate for this study was calculated by adding the likes and comments in a posts and divide it by total amount of followers. Study one will also give a better understanding if & Peltier (2013) creating content is not hard by creating the right content for online customer engagement can be rather difficult. It is important to analyse the contetn to see if the current content is engaging the viewers. Customers that are engaged with the social media effort by a company are more likely to stay loyal to the company (Mecker et al., 2016; Singhal, 2016; Phua et al., 2016). Study one is answering research question number 1: Q1: What kind of photos are Icelandair, Finnair, SAS, and Norwegian posting today on Instagram? 5.1 Methodology The methodology section, will describe and give an overview of the method and process used in the study. It will describe how the study were conducted. Data. The data for study one consist of Instagram posts from the four different airlines described in the previous chapter. A total population of 2,290 Instagram posts were collected between Feb 2016 and Feb 2017. Of the total population a sample size of 200 Instagram posts (50 per airline) where randomly selected using Microsoft Excel’s random sample function. From the total population, Instagram posts consisting of video where deleted since this study is focusing on still pictures and not moving pictures. the Instagram content posted by the airlines is the right content. According to SchultzPDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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