PDF Publication Title:
Text from PDF Page: 041
CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 33 CONTENT 6.1 Method The methodology section, will describe and give an overview of the methods and processes used in study one. Data. The data for study two consist of the same data as in study one, that is a sample of 200 Instagram posts from the four different airlines used in this thesis. The independent variables (visual content) in this study was: interactivity, colour, format, and subject. The four independent variables were selected on basis from earlier research and study one. Operationalization of variables. The operationalization of variables section will describe and give an overview of how the variables were operationalized in study two. The variables were categorized based on the findings 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. Colour Categorization: The colour variable was operationalized in to dominant colour and colour theme. The dominant colour was dived into ten colour: Light Blue, Light Green, Light Purple, Light Grey, Yellow/Brown, Dark Blue, Dark Green, Dark Purple, Dark Grey, and Black. The categorization was done with software called Color Thief (2017). Format Categorization: The format variable was divided into three categories, based on the different formats that are allowed on Instagram: landscape, square, and portrait. Landscape photos are photos that are wider than tall while portrait photos are photos that are taller than wide. Square format photos are photos where the all the sides are the same length.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 (Standard Web Page)