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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 49 CONTENT For airlines, this study recommends posting the following types of posts in order to achieve high customer engagement: - Photos of landscapes, animals and people in portrait format. - Posts with a high level of interactivity in the text below. - Posts with a blue tone to them. Combining all of the recommendation should, according to this thesis, give the highest possible engagement rate 8.2 Limitations and Further Research There are several limitations in this study. First, the study does not take into account the external environment as a variable that could affect the engagement rate. Icelandair’s high engagement rate could be affected of the popularity of Iceland as a tourist destination. Second, the eye-tracking results can be misleading. The participants might have been searching for something when they were shown pictures without an animal, thus there was no significant difference in the viewing time between pictures with animals and without animals. Further research about customer engagement should focus more on Instagram since it it one of the most popular social media channels. Studies about customer engagement on social media should also take into account the external environment. Further research should also be focusing on experimental studies such as eye-tracking, since it is more superior to research than statistical research.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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