Context (archaeology)

World Wide Web

Biology

Construct (python library)

Social psychology

User engagement

Computer science

Paleontology

Content (measure theory)

Psychology

Mathematics

Social media

Sociology

Transactional leadership

Mathematical analysis

Programming language

Media content

Social engagement

Social science

Multimedia

Journal of Interactive Marketing

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 posts and 1,336,741 and 95,996 fan likes and comments, respectively based on Facebook and Instagram. The results reveal that the effectiveness of social media content on users' engagement is moderated by content context. The findings contribute to understanding engagement and users' experience with social media. This study is a pioneering one to empirically assess the construct of social media engagement behavior through the effects of content types and content contexts on a dual social media platform.

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