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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 48 CONTENT The airlines in this thesis are mostly posting pictures of planes and the second most subject is landscape or people. Study two showed that photos of animals had a significant positive contribution on the engagement rate but photos of animals were only present in 4% of the posts. The subjects used in Instagram posts varied a lot depending on the airline. Norwegian and SAS are mostly posting photos of airplanes while Finnair are focusing on photos with people. Icelandair are mostly posting photos of landscapes and animals. Icelandair has the highest engagement rate of all the airlines, which means that the photos are engaging the viewer. The average engagement rate for Icelandair was 3.94%, for Norwegian 3.20%, for SAS 2.52%, and for Finnair 2.23% while the average engagement rate on Instagram is 4.21% (Elliot, 2015). The findings in this thesis show that there is not a significant difference between the engagement rate of Icelandair and Norwegian despite the fact that they are posting totally different pictures. A reason for this might be that while Icelandair are posting photos that are in favour of a higher engagement rate, Norwegian is focused on high interactive text below their photos. This makes it clear that it is only the type of photos that affects the engagement rate but the also the text. In order to get a higher engagement on Instagram rate, companies have to focus on both the photo as well as the text. 8.1 Conclusions This thesis gives valuable information on what Instagram post airlines should post to achieve a higher engagement level. Knowing what kind of content to post is important since engaged customer often are loyal customers (Mecker et al., 2016; Singhal, 2016; Phua et al., 2016). A well maintained social media strategy is important for companies since it can affect the relationship with the customer (Maecker et al.,2016); Elena, 2016; Gamboa & Goncales, 2014). This research does also contribute to the social media literature in two ways. First, there is a big gap in the social media research sphere as it is today since most research about online customer engagement has been focusing on Facebook and Twitter, and not Instagram. Second, most of the earlier research has been focusing on statically methods, while this thesis takes it one step further and adds an experimental element to the research.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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