Abstract
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.
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