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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 46 CONTENT When comparing different animals there was a significant difference between whales and puffins, whales and horses, and between whales and sheep. Photos with whales got a longer viewing time than all the other animals. 8 General Discussion The tourism industry is one of the most competitive industries (Jashi, 2013) and it is heavily relied on electronic word of mouth (Xiang & Gretzel, 2010), which makes it important for companies to post engaging content on social. Social media is an ideal place to inspire customers but companies must understand what kind of content to upload (Schultz & Peltier, 2013). Earlier research shows that the online customer engagement rate is affected by the type of content in a post (Palmer & Koenig-Lewis, 2009; Hansson, Wrangmo, & Søilen, 2013; Van Noort et al., 2012; De Vries et al., 2012; Peters, et al., 2013; Cvijikj et al., 2011; Chauhan & Pillai, 2013; Sabate et al., 2014; Luarn et al., 2015; Van der Heide et al., 2012). Creating a well maintained social media strategy is important since it can have a positive effect on customer relationship (Maecker et al.,2016; Elena, 2016; Gamboa & Goncales, 2014). Engaged customers are often loyal customers which can lead to increased sales and reduce customer turnover (Mecker et al., 2016; Singhal, 2016; Phua et al., 2016). Social media is an ideal place to inspire customers but in order to get the most out of all the advantages of social media companies have to understand the importance of posting the right content. This thesis offer two contributions. First, it provides insight in how visual content on Instagram posts affects the engagement rate and viewing time. Second it gives a foundation on how similar studies should be conducted in the future, which will be discussed under “Limitations and Further research. The findings in this thesis show that the visual content in Instagram posts can have an impact on engagement rate per Instagram post. The results show that Instagram pictures including animals are in favour of more engagement than pictures of airplanes, view from the airplane, people, landscapes, or food. The reason for this might be that humans have a strong connection with animals (Sanders, 1990; Morgado, 1993; Hoolbrook, 1996b; Hoolbrook, 1997a; Hoolbrook, 2001). Animals are a part of our daily life, and in the US alone, animals can be found in 69 million homes. (The American Pet Products Manufacturers Association, 2006). Animals play an important role in our daily life and are can be seen as our our friends (Holbrook, 1996b &1997a). Instagram posts consisting of pictures with people does notPDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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