Which type of social media content is most effective for driving engagement outcomes?

HIGHLIGHTS

• What: The aim of this research is to determine which type of content (infotainment content remunerative content and relational content) is most effective in improving engagement outcomes (word-of-mouth customer trust and customer experience) on Instagram. This research provides a new theoretical contribution by exploring the influence of social media content types on marketing outcomes and testing the moderating role of self-congruence. The study of word-of-mouth communication focuses on its volume, the impact of the relationship strength between the sender and receiver, and the causes and effects of wordof-mouth communication. The study . . .
  

   

  

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