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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 31 CONTENT Table 9 shows that Over 20% of the pictures posted on Instagram by the airlines had a dominant color of dark gray. The second most frequent dominant colour was black followed by red-tone colours. Lighter colours were not as common as dark colours. Table 9 Dominant Colours in Instagram Pictures Frequency Percent VDark Blue 5 2.5 aLight Purple 10 5.0 lLight Green 13 6.5 i Dark Purple 14 7.0 d Dark Green 15 7.5 Light Grey 18 9.0 Light Blue 25 12.5 Yellow/Brown/Red 26 13.0 Black 28 14.0 Dark Grey 46 23.0 Total 200 100.0 5.3 Discussion The first study was done in order to get an overview of the current situation and answer the question what kind of Instagram posts Icelandair, Finnair, SAS, and Norwegian are posting. The engagement rate was calculated as likes and comment per picture divided by the number of followers. The average engagement rate for Finnair and SAS are similar. Icelandair has the highest engagement of the airlines. One reason for this might be that Icelandair is focusing on other types of posts compared to Finnair, SAS and Norwgian and are mostly posting pictures of landscape. Since Icalandair is having a higher engagement rate than the other companies it appears that they have a insight in what the customer wants to see Norwegian and SAS are mostly posting pictures of airplanes but there is a big difference in the engagement rate.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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