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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 37 CONTENT 6.3 Discussion The second study was conducted to see what effect the visual content in an Instagram post has on the engagement rate. The text underneath the picture did have a modest positive effect on the engagement rate. The findings show that posts with high interactive text, for example questions tend to have a higher engagement rate than post with a low interactive text. The findings are in line with earlier research about social media posts and the effect of interactivity (De Vries et al., 2012, Palmer & Koenig- Lewis, 2009; Hansson, Wrangmo, & Søilen, 2013; Van Noort et al., 2012). Study two shows that colours in the picture is affecting the engagement rate. According to Panigyrakis & Kyrousi (2015); Lee & Barnes (1989); Schindler (1986) colours can have a great impact on how people experience an advertisement. Middelstadt (1990) argues that products against a blue background, are found more appealing while Lothia et al. (2003) argues that vivid colours will increase the click- through rated on am online advertisement. Bakshi & Gilbert (2015) findings agrees with Lothia et al’s (2003) findings and argues that pictures with a red dominant colour are more likely to get shared. Vivid colours such as red and yellow are not in favour of a higher engagement rate and are therefor contradicting Bakshi & Gilbert’s (2015) and Lothia et al’s (2003) findings. This study shows that pictures with a dominant colour of dark blue and dark grey are more likely to get a higher engagement rate than pictures with other colours. The engagement rate is affected negatively with yellow, red, brown, dark gray, and light blue. The findings in this study are in line with Middelstadt’s (1990) findings. The format of the picture did also have an effect of the engagement rate. Pictures posted in portrait format or square are according to the findings in this study in favour over higher engagement rates than posts in landscape format. According to Häggström (2017) and Alan in Kastremales (2015), the format of a posts affects the engagement rate. Posts of a picture in portrait format are generating higher engagement rates than pictures in landscape format (Häggström, 2017). According to Kastrenakes (2015), photos in portrait form attracts higher engagement that pictures in square format. The results in study two are in line with Häggström’s (2017) opinion, pictures in portrait format seem to attract more engagement that pictures in square format and is the only format that has a significant contribution to the engagement rate. The subject in a photo had impact on the online customer engagement rate. Pictures consisting of landscapes/nature and animals were affecting the engagementPDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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