• Understanding the emotional impact of gifs on instagram through consumer neuroscience 

      Rúa-Hidalgo, Idoia (1); Galmés Cerezo, María; Cristófol Rodríguez, Carmen (1); Aliagas-Ocaña, Irene (1) (MDPI AG, 2021)
      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 ...