How does temporal content on social media influence engagement behaviors? The roles of experiential messages and visual features

Lapresta-Romero, Sara ; Hernández-Ortega, Blanca (Universidad de Zaragoza) ; Franco, José L.

Resumen: 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.

Idioma: Inglés

DOI: 10.1016/j.jbusres.2026.116148

Año: 2026

Publicado en: Journal of Business Research 210 (2026), 116148 [18 pp.]
ISSN: 0148-2963

Financiación: info:eu-repo/grantAgreement/ES/AEI/PID2024-159398OA-I00
Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)