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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 27 CONTENT Operationalization of variables. The operationalization of variables section, describes and give an overview of how variables were operationalized in study one. Interactivity Categorization: The text variable was categorized into three levels; low, medium, and high (Table 6). Posts with only a description of the picture is considered are having low level of interactivity, while post with an inspirational, informational, or promotional text are having a medium level of interactivity. Posts with a question or an invite to tag another user are considered to have a high level of interactivity. Table 6 Operationalization of Interactivity Variable Level Definition Low Only a description. Medium Inspirational, informational, or promotional text. High Question or an invite to tag another user. Example Seljavallalaug ! Photo by @the_kafka ! #MyStopover Laura just stayed the weekend in Iceland, going on a wild adventure with her Icelandair Stopover Buddy. Check out her experience at @laura_scott. Photo by @laura_scott ! #MyStopover Where in Iceland can you find this lovely church? Photo by @mountains_rocks ! #MyStopoverPDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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