Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience

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Rúa Hidalgo, Idoia and Galmés Cerezo, María Asunción and Cristofol Rodríguez, Carmen and Aliagas, Irene (2021) Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience. Behavioral Sciences, 11 (8). p. 108. ISSN 2076-328X

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Official URL: https://doi.org/10.3390/bs11080108




Abstract

The ability of GIFs to generate emotionality in social media marketing strategies is analyzed. The aim of this work is to show how neuroscience research techniques can be integrated into the analysis of emotions, improving the results and helping to guide actions in social networks. This research is structured in two phases: an experimental study using automated biometric analysis (facial coding, GSR and eye tracking) and an analysis of declared feelings in the comments of Instagram users. Explicit valence, type of emotion, length of comment and proportion of emojis are extracted. The results indicate that the explicit measure of emotional valence shows a higher and more positive emotional level than the implicit one. This difference is influenced differently by the engagement and the proportion of emojis in the comment. A further step has been taken in the measurement of user emotionality in social media campaigns, including not only content analysis, but also providing new insights thanks to neuromarketin.


Item Type:Article
Uncontrolled Keywords:social networks; digital consumer behavior; emotion; Instagram; GIF; consumer neuroscience; neuromarketing; skin conductance; facial coding; eye tracking; sentiment analysis
Subjects:Medical sciences > Psychology > Neuropsychology
Medical sciences > Psychology > Emotions and Aggresiveness
Medical sciences > Psychology > Emotional intelligence
Social sciences > Economics > Marketing
ID Code:70757
Deposited On:25 Feb 2022 14:33
Last Modified:28 Feb 2022 08:19

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