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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 34 CONTENT Subject Categorization: The format variable was divided into ten different categories: plane, view from plane, person with no face, inside plane, person with face, city, nature, animal, food, and other. The categories were based on what kind of subjects that are used the most by the airlines. The category other includes pictures that does not fit into any of the categories explained above. 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 study was conducted by a multiple regression analysis. Multiple regression is a technique to analyse how different independent variables are causing the variance in the change in the dependent variable. The dependent variable was customer engagement rate regarding likes and comments divided by the total number of followers. The independent variables in this study were: interactivity, colour, format, and subject. The control variable is the day of the week the post was posted.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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