The Role of Social Media Content Format and Platform in Users' Engagement Behavior

The purpose of this study is to understand the role of social media content on users' engagement behavior. More specifically, we investigate: (i)the direct effects of format and platform on users' passive and active engagement behavior, and (ii) we assess the moderating effect of content context on the link between each content type (rational, emotional, and transactional content) and users' engagement. The dataset contained 1,038 social media...