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Article

Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience

1
Faculty of Business and Communication, International University of La Rioja, 26006 Logroño, Spain
2
Departament of Organization and Marketing, Faculty of Economics & Business, Somosaguas Campus, Universidad Complutense de Madrid, 28223 Madrid, Spain
*
Author to whom correspondence should be addressed.
Academic Editors: Scott D. Lane and Ana Reyes-Menendez
Received: 31 May 2021 / Revised: 15 July 2021 / Accepted: 27 July 2021 / Published: 30 July 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 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. View Full-Text
Keywords: social networks; digital consumer behavior; emotion; Instagram; GIF; consumer neuroscience; neuromarketing; skin conductance; facial coding; eye tracking; sentiment analysis social networks; digital consumer behavior; emotion; Instagram; GIF; consumer neuroscience; neuromarketing; skin conductance; facial coding; eye tracking; sentiment analysis
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MDPI and ACS Style

Rúa-Hidalgo, I.; Galmes-Cerezo, M.; Cristofol-Rodríguez, C.; Aliagas, I. Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience. Behav. Sci. 2021, 11, 108. https://0-doi-org.brum.beds.ac.uk/10.3390/bs11080108

AMA Style

Rúa-Hidalgo I, Galmes-Cerezo M, Cristofol-Rodríguez C, Aliagas I. Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience. Behavioral Sciences. 2021; 11(8):108. https://0-doi-org.brum.beds.ac.uk/10.3390/bs11080108

Chicago/Turabian Style

Rúa-Hidalgo, Idoia, Maria Galmes-Cerezo, Carmen Cristofol-Rodríguez, and Irene Aliagas. 2021. "Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience" Behavioral Sciences 11, no. 8: 108. https://0-doi-org.brum.beds.ac.uk/10.3390/bs11080108

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