Mismatch Magic: Exploring the Influence of Text-Visual Mismatch on Audience Engagement
(A2025-123473)

AUTHORS

Ye Zhang, Koc University; Ayşegül Özsomer, Koç University; Fahri Bagir, Istanbul Atlas University

ABSTRACT

In this paper, we examine text-visual mismatch posts on social media, focusing on how the mismatch between text and visuals affects audience engagement in digital marketing. As brands increasingly use posts with mismatched text and visuals to capture their audience’s attention, it’s important to analyse the factors driving this trend and its impact on consumer response. Supported by congruence theory, we propose that the mismatched posts arouse different emotional responses, finally affecting audience engagement. Also, we incorporate the moderating effect of brand reputation, indicating that trustworthy brands can generate positive engagement using mismatched posts, while less well-known brands are at risk of negative influences due to credibility concerns caused by the mismatched posts. Furthermore, we are the first to introduce a classification framework of mismatches into subtle and overt based on the magnitude, with subtle mismatches encourage viewers to think deeply and spark curiosity to discover the deeper meaning of the post, while overt mismatches immediately grab attention and stimulate strong emotional reactions. Finally, our study improves the understanding of audience engagement of mismatched posts on social media and provides applicable insights and innovative guidance for marketers to leverage these strategies while inspiring social media content.