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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 28 CONTENT Inter-coder Reliability Test. A Cohen’s Kappa test was done in order to determine if there was an agreement in the judgment between the two assessors, that is the author of this thesis and a external assessor, in the category that needed a subjective valuation: interactivity. The assessor was given table 6 as instructions. The was an agreement between the two assessors, k = .619, p < .001. According to Viera & Garrett (2005), a value of .619 refers to a substantial agreement. Procedure. The total population of 2,290 Instagram posts were collected with NEXT analytics. The data was inserted into Microsoft Excel and 200 posts were selected using Microsoft Excel’s random sample function. The 200 posts were analysed in terms of four variables: interactivity, colour, subject, and format. 5.2 Results A one-way between-groups analysis of variance was conducted in order to explore if there are any statistically significant differences in the mean score of the engagement rate across the four airlines. The engagement rate ranged from 0 to 7% (M = 2.97, SD = 2.233). There was a significant difference between the airlines F (3, 196) = 6.287, p < .01. Calculating the effect size using eta squared shows that the actual difference was small (.09). The Tukey HSD test implies that the mean score for Icelandair (M = 3.94, SD = 1.443) was significantly different from Finnair (M = 2.23, SD = .694), and SAS (M = 2.52, SD = .573) but not from Norwegian (M = 3.20, SD = 3.947), Of the 200 Instagram posts analyzed 24.5% had a picture of an airplane in them, making a picture of an airplane the most common. The second most common picture content consisted of a person with his/her face showing. The least common picture content was picture of food, which only were presented in 2.0% of the pictures. Table 7 shows the distribution of the different picture content used on Instagram per airline. There is a big difference in the types of subjects used in the pictures posted by the different airlines. Icelandair are mostly focusing on nature and landscape photos while Norwegian and SAS are focusing on posting pictures of airplanes and Finnair on posting pictures of people.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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