000148311 001__ 148311
000148311 005__ 20250411150809.0
000148311 0247_ $$2doi$$a10.1177/10949968241251694
000148311 0248_ $$2sideral$$a139235
000148311 037__ $$aART-2024-139235
000148311 041__ $$aeng
000148311 100__ $$aLapresta-Romero, Sara
000148311 245__ $$aGetting the Recipe Right: How Content Combinations Drive Social Media Engagement Behaviors
000148311 260__ $$c2024
000148311 5060_ $$aAccess copy available to the general public$$fUnrestricted
000148311 5203_ $$aSocial media has become a key touchpoint in contemporary customer journeys. Consequently, prior studies have investigated how social media content drives outcomes. However, much of this research has focused on the design of individual, isolated content elements, paying limited attention to how individuals respond to their holistic combinations. Drawing on multimodality, this study investigates how combinations of content elements drive social media engagement behaviors (SMEBs), a critical social media outcome. Through a fuzzy-set qualitative comparative analysis with 516 Instagram stories, the findings reveal four content element configurations that can drive high SMEBs: the loud, the informative, the affective, and the relational. These findings contribute to the literature by demonstrating that multiple configurations of content elements can simultaneously drive SMEBs, thus challenging the dominant view in the literature, which has focused on the effectiveness of isolated elements on diverse outcomes.
000148311 540__ $$9info:eu-repo/semantics/openAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000148311 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000148311 700__ $$aBecker, Larissa
000148311 700__ $$0(orcid)0000-0003-0752-3202$$aHernández-Ortega, Blanca$$uUniversidad de Zaragoza
000148311 700__ $$aTerho, Harri
000148311 700__ $$0(orcid)0000-0002-0300-3085$$aFranco, José L.$$uUniversidad de Zaragoza
000148311 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000148311 773__ $$g(2024), [50 pp.]$$pJ. interact. market$$tJOURNAL OF INTERACTIVE MARKETING$$x1094-9968
000148311 8564_ $$s1340918$$uhttps://zaguan.unizar.es/record/148311/files/texto_completo.pdf$$yPostprint
000148311 8564_ $$s1238654$$uhttps://zaguan.unizar.es/record/148311/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000148311 909CO $$ooai:zaguan.unizar.es:148311$$particulos$$pdriver
000148311 951__ $$a2025-04-11-15:05:16
000148311 980__ $$aARTICLE