PDF Publication Title:
Text from PDF Page: 040
CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 32 CONTENT Norwegian are writing high interactive texts while SAS are mostly posting low interactive text, which may be the reason for the lower engagement rate. 6 Study Two A challenge today is to understand what kind of visual content in posts that are affecting the engagement rate on social media (Bakhshi & Gilbert, 2015). The second study was done in order to analyse how the engagement rate in Instagram posts is affected by the visual content. The engagement rate was calculated by adding the likes and comments in a posts and divide it by total amount of followers. Posts with engaging text are in favour over more engagement (De Vries et al., 2012; Palmer & Koenig- Lewis, 2009; Hansson, Wrangmo, & Søilen, 2013; Van Noort et al., 2012). A study by Berger & Milkman shows that inspiring content affects the engagement rate positively. A lot of studies has been done on the effect of colours in advertisement (Panigyrakis & Kyrousi, 2015; Lee & Barnes, 1989; Schindler, 1986; Aslam, 2006). Products against a blue background are usually liked more than products against a red background (Middlestadt, 1990). Choi & Singh (2011), argues that the colours of red is often considered more appealing than the the colours of blue. The subject of the advertisement can also have an effect on the advertisement itself. Images of people are often used in advertisement to get the attention from the viewer (Riegelsberger et al., 2002; Cyr et al., 2009). But it is not only people that are being used in advertising to attract attention. Animals are being used since animals has been associated with humans for a ling time (Sanders, 1990). Animals has been used in one of five commercials during the broadcasting of Super Bowl for the last decade (Horovitz, 2003a, 2003b, 2004, 2005, 2006). Study two is answering research question number 2: Q2: What kind of posts should airline companies post on Instagram in order to achieve a better engagement rate?PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
PDF Search Title:
STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRYOriginal File Name Searched:
thesis-instagram-business-marketing.pdfDIY PDF Search: Google It | Yahoo | Bing
Cruise Ship Reviews | Luxury Resort | Jet | Yacht | and Travel Tech More Info
Cruising Review Topics and Articles More Info
Software based on Filemaker for the travel industry More Info
The Burgenstock Resort: Reviews on CruisingReview website... More Info
Resort Reviews: World Class resorts... More Info
The Riffelalp Resort: Reviews on CruisingReview website... More Info
| CONTACT TEL: 608-238-6001 Email: greg@cruisingreview.com | RSS | AMP |