2026-06-27T15:27:27Zhttps://docta.ucm.es/rest/oai/requestoai:docta.ucm.es:20.500.14352/47412025-11-14T12:24:56Zcom_20.500.14352_14col_20.500.14352_15
Docta Complutense
author
Rúa Hidalgo, Idoia
author
Galmés Cerezo, María Asunción
author
Cristofol Rodríguez, Carmen
author
Aliagas Ocaña, Irene
2023-06-16T14:20:25Z
2023-06-16T14:20:25Z
2021-07-30
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: 108. [DOI: 10.3390/bs11080108]
2076-328X
10.3390/bs11080108
https://hdl.handle.net/20.500.14352/4741
https://doi.org/10.3390/bs11080108
https://www.mdpi.com/2076-328X/11/8/108/htm
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 neuromarketin.
eng
Atribución 3.0 España
Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience
journal article
URL
https://docta.ucm.es/bitstreams/beb88871-c3e5-48c2-b71c-dcee2f01cc0b/download
File
MD5
a7cde1a531ff12a0c51908b0b784e8bb
910382
application/pdf
behavsci-11-00108-v2.pdf