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dc.contributor.authorRúa-Hidalgo, Idoia (1)
dc.contributor.authorGalmés Cerezo, María
dc.contributor.authorCristófol Rodríguez, Carmen (1)
dc.contributor.authorAliagas-Ocaña, Irene (1)
dc.date2021
dc.date.accessioned2022-05-12T12:39:56Z
dc.date.available2022-05-12T12:39:56Z
dc.identifier.issn2076-328X
dc.identifier.urihttps://reunir.unir.net/handle/123456789/13097
dc.description.abstractThe 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.es_ES
dc.language.isoenges_ES
dc.publisherMDPI AGes_ES
dc.relation.ispartofseries;vol. 11, nº 8
dc.relation.urihttps://www.mdpi.com/2076-328X/11/8/108es_ES
dc.rightsopenAccesses_ES
dc.subjectconsumer neurosciencees_ES
dc.subjectdigital consumer behaviores_ES
dc.subjectemotiones_ES
dc.subjecteye trackinges_ES
dc.subjectfacial codinges_ES
dc.subjectGIFes_ES
dc.subjectinstagrames_ES
dc.subjectneuromarketinges_ES
dc.subjectsentiment analysises_ES
dc.subjectskin conductancees_ES
dc.subjectsocial networkses_ES
dc.subjectScopuses_ES
dc.subjectJCRes_ES
dc.titleUnderstanding the emotional impact of gifs on instagram through consumer neurosciencees_ES
dc.typearticlees_ES
reunir.tag~ARIes_ES
dc.identifier.doihttps://doi.org/10.3390/bs11080108


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