Cargando…
Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience
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...
Autores principales: | , , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2021
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8389299/ https://www.ncbi.nlm.nih.gov/pubmed/34436098 http://dx.doi.org/10.3390/bs11080108 |
_version_ | 1783742828315148288 |
---|---|
author | Rúa-Hidalgo, Idoia Galmes-Cerezo, Maria Cristofol-Rodríguez, Carmen Aliagas, Irene |
author_facet | Rúa-Hidalgo, Idoia Galmes-Cerezo, Maria Cristofol-Rodríguez, Carmen Aliagas, Irene |
author_sort | Rúa-Hidalgo, Idoia |
collection | PubMed |
description | 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 neuromarketing. |
format | Online Article Text |
id | pubmed-8389299 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
spelling | pubmed-83892992021-08-27 Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience Rúa-Hidalgo, Idoia Galmes-Cerezo, Maria Cristofol-Rodríguez, Carmen Aliagas, Irene Behav Sci (Basel) Article 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 neuromarketing. MDPI 2021-07-30 /pmc/articles/PMC8389299/ /pubmed/34436098 http://dx.doi.org/10.3390/bs11080108 Text en © 2021 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). |
spellingShingle | Article Rúa-Hidalgo, Idoia Galmes-Cerezo, Maria Cristofol-Rodríguez, Carmen Aliagas, Irene Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience |
title | Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience |
title_full | Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience |
title_fullStr | Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience |
title_full_unstemmed | Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience |
title_short | Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience |
title_sort | understanding the emotional impact of gifs on instagram through consumer neuroscience |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8389299/ https://www.ncbi.nlm.nih.gov/pubmed/34436098 http://dx.doi.org/10.3390/bs11080108 |
work_keys_str_mv | AT ruahidalgoidoia understandingtheemotionalimpactofgifsoninstagramthroughconsumerneuroscience AT galmescerezomaria understandingtheemotionalimpactofgifsoninstagramthroughconsumerneuroscience AT cristofolrodriguezcarmen understandingtheemotionalimpactofgifsoninstagramthroughconsumerneuroscience AT aliagasirene understandingtheemotionalimpactofgifsoninstagramthroughconsumerneuroscience |