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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 47 CONTENT affect the engagement rate as much as pictures with animals. In fact, Instagram posts consisting of pictures with people did not have significant effect on the engagement rate. The only other variable that had a significant effect on the engagement was the format of the photo. A photo in portrait format (higher than wide had a positive impact on engagement rate. The findings in this thesis are in line with Häggstöm’s (2017) and Kastrenakes (2015) findings that portrait photos are more liked than photos in landscape or square format. The dominant colour in a picture did have a minor effect on the engagement rate. 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 none of the colours had a significant contribution. Colours of red, yellow, and brown had a negative effect on the engagement rate but again, a non significant contribution. The results in this thesis are in line with Middlestadt’s (1990) findings that products against a blue background are more liked than products against a red background. According to King (2015), pictures on Instagram that have a blue tone are engaging more and the findings in this thesis supports King’s (2015) arguments. Choi & Singh (2011) and Bakhshi & Gilbert (2015) argues that pictures that have a red tone are in favour over pictures in blue and cold tone, which the findings in this thesis does not support. Different visual content may affect the engagement rate but not so much the viewing time of a post. Study three in this thesis show that participants viewing times on different Instagram posts did not change as much as anticipated. The only significant difference was when participants were shown picture of people and without people. Earlier research show that pictures with people are affecting the viewer in different ways and are used to attract the viewer (Cyr et al., 2009; Riegelsberger et al., 2002; Small & Verrochi, 2009; Pilarczyk & Kuniecki, 2014). The findings in this thesis support the earlier studies. Study two in this thesis show that pictures with animals had a significant contribution on the engagement rate. Despite this, pictures of animals did not have a significant effect on the viewing time. The reasons for this is unclear. One reason may be that the participants were looking for something in the photos without animals. In pictures with animals the animal took up a large space of the picture, but in the pictures with people the subject had a rather small share of the picture.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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