148311 20260410135822.0 doi 10.1177/10949968241251694 sideral 139235 ART-2025-139235 eng Lapresta-Romero, Sara Getting the Recipe Right: How Content Combinations Drive Social Media Engagement Behaviors 2025 Access copy available to the general public Unrestricted Social 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. info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 7.8 2024 BUSINESS 26 / 316 = 0.082 2024 Q1 T1 3.366 2024 Marketing 2024 Q1 Business and International Management 2024 Q1 16.9 2024 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Becker, Larissa Hernández-Ortega, Blanca Universidad de Zaragoza (orcid)0000-0003-0752-3202 Terho, Harri Franco, José L. Universidad de Zaragoza (orcid)0000-0002-0300-3085 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 60, 4 (2025), 452-473 J. interact. market JOURNAL OF INTERACTIVE MARKETING 1094-9968 1340918 http://zaguan.unizar.es/record/148311/files/texto_completo.pdf Postprint 1238654 http://zaguan.unizar.es/record/148311/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:148311 articulos driver 2026-04-10-13:53:50 ARTICLE