The purpose of this study is to understand the role of social media content on users' engagement behavior. More specifically, we investigate: (i) the direct effects of format and platform on users' passive and active engagement behavior, and (ii) we assess the moderating effect of content context on the link between each content type (rational, emotional, and transactional content) and users' engagement. The dataset contained 1,038 social media posts and 1,336,741 and 95,996 fan likes and comments, respectively based on Facebook and Instagram. The results reveal that the effectiveness of social media content on users' engagement is moderated by content context. The findings contribute to understanding engagement and users' experience with social media. This study is a pioneering one to empirically assess the construct of social media engagement behavior through the effects of content types and content contexts on a dual social media platform. (C) 2020 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.
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