Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience

The ability of GIFs to generate emotionality in social media marketing strategies is analyzed. aim this work show how neuroscience research techniques can be integrated into the analysis emotions, improving results and helping guide actions networks. This structured two phases: an experimental study using automated biometric (facial coding, GSR eye tracking) declared feelings comments Instagram users. Explicit valence, type emotion, length comment proportion emojis are extracted. indicate that explicit measure emotional valence shows a higher more positive level than implicit one. difference influenced differently by engagement comment. A further step has been taken measurement user campaigns, including not only content analysis, but also providing new insights thanks neuromarketing.