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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 30 CONTENT The most common picture format was square. Over 50% of the Instagram posts were in square format. Almost 25% of the Instagram posts had a picture in portrait format, whereas 21.5% were in landscape format. The text below the pictures contained mostly a low level of interactivity. Table 8 gives an overview over the interactivity level of the Instagram posts posted per airline. Table 8 Text Interactivity Level Airline Frequency Percent Norwegian VLow 13 26.0 aMedium 12 24.0 l High 25 50.0 i Total 50 100.0 d Finnair VLow 3 6.0 a Medium 30 60.0 lHigh 17 34.0 i Total 50 100.0 d Icelandair VLow 38 76.0 aMedium 4 8.0 lHigh 8 16.0 i Total 50 100.0 d SAS VLow 28 56.0 aMedium 18 36.0 l High 4 8.0 i Total 50 100.0 dPDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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