Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience

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dc.contributor.authorRúa Hidalgo, Idoia
dc.contributor.authorGalmés Cerezo, María Asunción
dc.contributor.authorCristofol Rodríguez, Carmen
dc.contributor.authorAliagas, Irene
dc.date.accessioned2023-06-16T14:20:25Z
dc.date.available2023-06-16T14:20:25Z
dc.date.issued2021-07-30
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 neuromarketin.
dc.description.departmentDepto. de Marketing
dc.description.facultyFac. de Ciencias Económicas y Empresariales
dc.description.refereedTRUE
dc.description.statuspub
dc.eprint.idhttps://eprints.ucm.es/id/eprint/70757
dc.identifier.doi10.3390/bs11080108
dc.identifier.issn2076-328X
dc.identifier.officialurlhttps://doi.org/10.3390/bs11080108
dc.identifier.relatedurlhttps://www.mdpi.com/2076-328X/11/8/108/htm
dc.identifier.urihttps://hdl.handle.net/20.500.14352/4741
dc.issue.number8
dc.journal.titleBehavioral Sciences
dc.language.isoeng
dc.page.initial108
dc.publisherMDPI
dc.rightsAtribución 3.0 España
dc.rights.accessRightsopen access
dc.rights.urihttps://creativecommons.org/licenses/by/3.0/es/
dc.subject.keywordSocial networks
dc.subject.keywordDigital consumer behavior
dc.subject.keywordEmotion
dc.subject.keywordInstagram
dc.subject.keywordGIF
dc.subject.keywordConsumer neuroscience
dc.subject.keywordNeuromarketing
dc.subject.keywordSkin conductance
dc.subject.keywordFacial coding
dc.subject.keywordEye tracking
dc.subject.keywordSentiment analysis
dc.subject.ucmNeuropsicología
dc.subject.ucmEmoción y agresividad
dc.subject.ucmInteligencia emocional
dc.subject.ucmMarketing
dc.subject.unesco6106.03 Emoción
dc.subject.unesco5311.05 Marketing (Comercialización)
dc.titleUnderstanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience
dc.typejournal article
dc.volume.number11
dspace.entity.typePublication
relation.isAuthorOfPublicationb6a3fa15-62d6-4527-a5eb-c72a4b3141ab
relation.isAuthorOfPublication.latestForDiscoveryb6a3fa15-62d6-4527-a5eb-c72a4b3141ab
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