Which Type of Social Media Content is Most Effective for Driving Engagement Outcomes?

The purpose of this research is to determine which type of content (infotainment content, remunerative content, and relational content) is most effective in improving engagement outcomes (word-of-mouth, customer trust, and customer experience) on Instagram. Additionally, it aims to investigate the role of self-congruence as a moderator of marketing outcomes. The target sample for this research includes active Instagram users over 17 years old who have been exposed to residential home design & build content in the last 6 months. Data analysis will be conducted using SEM-PLS. The research demonstrates that the type of content influences marketing outcomes, with infotainment content being the most effective in increasing engagement. This research provides a new theoretical contribution by exploring the influence of social media content types on marketing outcomes and testing the moderating role of self-congruence.