Psychographic similarity affecting engagement

Purpose This article aims to identify the scenarios in which psychographic similarity characteristics of individuals with themes presented on social networks motivate and influence their intention to follow users, based on the perceived value/credibility of the posted content. The study explores how these factors affect the level of consumer engagement depending on the type of relationship formed. Design/methodology/approach The research involved conducting three quantitative experimental studies, intentionally manipulated across four scenarios for each study, organized in a 2 x 2 between-subjects design. This methodological approach allowed for a comprehensive analysis of how different combinations of similarity, perceived value and credibility influence user behavior on social media. Findings The results indicate that high psychographic similarity combined with high perceived value or credibility significantly increases the intention to follow. Interestingly, scenarios with low similarity coupled with low perceived value or credibility also maintain high user intention to follow. This suggests that some individuals follow unconventional posts out of curiosity or disbelief, forming a group of followers without affinity for the content but eager to discover what is happening in a contrasting world compared to their own. Research limitations/implications The study’s experimental design was limited to specific social media platforms, which may restrict generalizability. Future research should explore broader platforms and additional psychological factors that impact user engagement. Practical implications Social media managers and content creators can use these findings to design targeted engagement strategies by blending familiar and novel content, enhancing audience interaction and curiosity. Social implications This research highlights the importance of understanding diverse psychological factors in digital engagement, contributing to more inclusive and effective content strategies that resonate with different audience segments. Originality/value This study contributes original insights into the managerial implications of characteristics that engage individuals in following products or communications, in both common and irregular actions on social media. It extends the understanding of user engagement dynamics, particularly in the context of psychographic similarity, perceived value and credibility, providing a novel perspective on consumer behavior in digital environments.