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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 35 CONTENT 6.2 Results Multiple regression was calculated to predict engagement rate based on interactivity, colour, format, and subject of the Instagram post. The control variable for the multiple regression is the day the post was posted. A significant regression was found F (30,169) = 3.767, p < .001, with an adjusted R2 value of 0.294. The adjusted R2 values was used instead of the R2 since the sample size was rather small. Table 10 presents the results regarding the visual contents affect on the engagement rate. High interactive posts were related to a higher online customer engagement rate but the contribution was not significant. Thus, hypothesis 1 was partly supported. Instagram posts with a picture mainly consisting of light gray, dark blue, light green, dark green, or black were related to higher engagement rate, but non of the colours had a significant contribution to the engagement rate. The other colors were negatively affecting the engagement rate, but had no significant contribution either. Hence hypothesis 2 was partly supported. Instagram posts in portrait format had a significant contribution to a higher engagement rate than Instagram posts in both landscape and square format. Instagram posts in square format were related to a higher engagement rat than both landscapes and portrait but was not significant. The findings support hypothesis 3a but not hypothesis 3b. Instagram posts with pictures of people were related to a higher engagement rate but the contribution was not significant. Instagram posts with pictures of animals were related to a higher engagement rate and had a significant contribution. Hence hypothesis 4a was partly supported and 4b supported.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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