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    Understanding the emotional impact of gifs on instagram through consumer neuroscience

    Autor: 
    Rúa-Hidalgo, Idoia
    ;
    Galmés Cerezo, María
    ;
    Cristófol Rodríguez, Carmen
    ;
    Aliagas-Ocaña, Irene
    Fecha: 
    2021
    Palabra clave: 
    consumer neuroscience; digital consumer behavior; emotion; eye tracking; facial coding; GIF; instagram; neuromarketing; sentiment analysis; skin conductance; social networks; Scopus; JCR
    Revista / editorial: 
    MDPI AG
    Tipo de Ítem: 
    article
    URI: 
    https://reunir.unir.net/handle/123456789/13097
    DOI: 
    https://doi.org/10.3390/bs11080108
    Dirección web: 
    https://www.mdpi.com/2076-328X/11/8/108
    Open Access
    Resumen:
    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.
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