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000170290 005__ 20260410165451.0
000170290 0247_ $$2doi$$a10.1016/j.jbusres.2026.116148
000170290 0248_ $$2sideral$$a148817
000170290 037__ $$aART-2026-148817
000170290 041__ $$aeng
000170290 100__ $$aLapresta-Romero, Sara
000170290 245__ $$aHow does temporal content on social media influence engagement behaviors? The roles of experiential messages and visual features
000170290 260__ $$c2026
000170290 5060_ $$aAccess copy available to the general public$$fUnrestricted
000170290 5203_ $$aMany firms post temporal content on social media—that is, organic publications that are visible on their profiles for a limited time—to leverage consumers’ “fear of missing out” and to elicit strong reactions. This research
investigates how temporal content drives consumer engagement behaviors, specifically sustained attention and recommendation behaviors. We focus on two key elements of social media content: (1) the type of message, particularly experiential messages; and (2) the visual features used to convey it, specifically addressing the inclusion of warm colors. We conducted two studies. The first used a sample of 524 Instagram Stories and employed negative binomial regression; the second utilized 788 Instagram Stories and fuzzy set qualitative comparative analysis. Findings show that the interaction between messages and colors determines the overall effect of the temporal content, and six configurations trigger higher consumer engagement. A sensitivity analysis corroborates similar results regarding permanent content.
000170290 536__ $$9info:eu-repo/grantAgreement/ES/AEI/PID2024-159398OA-I00$$9info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group$$9info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00
000170290 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttps://creativecommons.org/licenses/by-nc-nd/4.0/deed.es
000170290 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000170290 700__ $$0(orcid)0000-0003-0752-3202$$aHernández-Ortega, Blanca$$uUniversidad de Zaragoza
000170290 700__ $$aFranco, José L.
000170290 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000170290 773__ $$g210 (2026), 116148 [18 pp.]$$pJ. bus. res.$$tJournal of Business Research$$x0148-2963
000170290 8564_ $$s5242012$$uhttps://zaguan.unizar.es/record/170290/files/texto_completo.pdf$$yVersión publicada
000170290 8564_ $$s2657894$$uhttps://zaguan.unizar.es/record/170290/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000170290 909CO $$ooai:zaguan.unizar.es:170290$$particulos$$pdriver
000170290 951__ $$a2026-04-10-13:45:57
000170290 980__ $$aARTICLE