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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 45 CONTENT 7.3 Discussion Study three was conducted as an eye-tracking experiment since experiments are more superior to research than only statistical analysis such as multiple regression (Nisbett, 2015). The purpose of the eye-tracking experiment was to investigate if the subject in the picture had an effect on the the viewing time. Study two concludes that pictures with animals, landscapes, people and planes were in favour of a higher engagement rate and earlier studies show that people and animals are often used in order to attract the attention of the viewer (Riegelsberger et al., 2003; Cyr et al., 2009; Cerchia, 1990; Sanders, 1990). The findings in this study shows that there is no significant difference in viewing time between photos with animals and photos without animals. Photos without animals can be seen as landscape photos. The reason for this might be that the participants were looking for something in the picture. Heat map in picture 1 show that the participants viewing behaviour was different from when they were shown photos with animals and photos without animals. When the participants were shown photos with an animal the participant mostly focused on the animal. In the photos with animals the animal took up a large area of the picture. This study show that animals are not affecting the viewing time as anticipated despite the fact that animals had a significant affect on the engagement rate. There was significant difference in viewing time between photos with people and photos with no people. The heat maps show that when the participants were shown photos with people they tended to look at the people. When participants were shown photos without people they tended to spread their gaze over the picture (picture 1). Studies by Cyr et al. (2009), Riegelsberger et al. (2003), Small & Verrochi (2009), and Pilarczyk & Kuniecki (2014) show that pictures with people are affecting the viewer in different ways and are used to attract the viewer. This study shows that photos with people are having a significant longer viewing time than pictures without people. There was no significant difference in viewing times between photos of animals and photos of people, between photos of the view from the plane and photos with animals, or between photos of the view from plane and photos with people. When comparing viewing time to gender this study concludes that there was no significant difference in viewing times between gender.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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