170290 20260410165451.0 doi 10.1016/j.jbusres.2026.116148 sideral 148817 ART-2026-148817 eng Lapresta-Romero, Sara How does temporal content on social media influence engagement behaviors? The roles of experiential messages and visual features 2026 Many 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. Access copy available to the general public Unrestricted info:eu-repo/grantAgreement/ES/AEI/PID2024-159398OA-I00 info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00 info:eu-repo/semantics/openAccess by-nc-nd https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Hernández-Ortega, Blanca Universidad de Zaragoza (orcid)0000-0003-0752-3202 Franco, José L. 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 210 (2026), 116148 [18 pp.] J. bus. res. Journal of Business Research 0148-2963 5242012 http://zaguan.unizar.es/record/170290/files/texto_completo.pdf Versión publicada 2657894 http://zaguan.unizar.es/record/170290/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:170290 articulos driver 2026-04-10-13:45:57 ARTICLE