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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 39 CONTENT 7 Study Three Multiple regression is good way to get an overview of a cause and effect model but can sometimes be misleading. According to Nisbett (2015), experiments are more superior to research than multiple regression. One of the reasons are that assumptions are often wrong when it comes to human behaviour. Therefore, this research conducted a third study in form of an eye-tracking experiment. The purpose of this experiment was to investigate if the subject in the picture had an effect on the the viewer since study two concluded that pictures with animals, landscapes, people and planes were in favour of a higher engagement rate. Earlier studies show that people and animals often are used in order to attract the attention of the viewer (Riegelsberger et al., 2003; Cyr et al., 2009; Cerchia, 1990; Sanders, 1990). Study three is going to answer research question three: Q3: How are different subjects in Instagram photos affecting viewing time? 7.1 Method The methodology section, will describe and give an overview of the methods and processes used in study three. It will describe how the study were conducted. Participants. Participants in the third study included students at Westerdals University in Oslo, Norway. Participants included 15 males and 5 females between the ages of 19 and 31 (M = 24.90, SD = 2.634). Eight participants checked their Instagram 1-5 times per day, five participants checked their Instagram 6-11 times, and five participants checked their Instagram 11-15 times. Two of the participants checked their Instagram more than 15 times per day. The most common time spent on Instagram per day was under 30 minutes. Participants were offered monetary incentives in order to attract more participants. The monetary incentive was 50NOK. Apparatus & Materials. The equipment used in study three was an eye tracking device and a survey. The eye-tracking experiment was done with Tobii Eye Trackers and Tobii Studio. The Tobii Studio is a powerful and easy to use software to analyse eye-tracking data (Tobii Studio, 2008). According to Tobii Studio (2008), the Tobii Eye Trackers and Tobii Studio is suitable for different psychological experiments as well as evaluating user experience when looking at for example websites. A survey was handed out before the experiment (appendix C).PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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