Neuromarketing as a strategic tool for predicting how Instagramers have an influence on the personal identity of adolescents and young people in Spain
Por favor, use este identificador para citar o enlazar este ítem:
http://hdl.handle.net/10045/105327
Título: | Neuromarketing as a strategic tool for predicting how Instagramers have an influence on the personal identity of adolescents and young people in Spain |
---|---|
Autor/es: | Mañas-Viniegra, Luis | Núñez Gómez, Patricia | Tur-Viñes, Victoria |
Grupo/s de investigación o GITE: | Comunicación y Públicos Específicos |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Comunicación y Psicología Social |
Palabras clave: | Psychology | Marketing | Social media | Influencer | Instagram | Neuromarketing | Body image | Personal identity | Brand management | Eye tracking | Galvanic skin response |
Área/s de conocimiento: | Comunicación y Psicología Social |
Fecha de publicación: | 13-mar-2020 |
Editor: | Cell Press |
Cita bibliográfica: | Heliyon. 2020, 6: e03578. doi:10.1016/j.heliyon.2020.e03578 |
Resumen: | Instagram is the fastest growing social network and has an audience that shares lifestyles related to their interest in beauty and fashion. However, the exposure of adolescents to images that promote the slender beauty ideal can lead to body dissatisfaction, as they place a lot of importance on the likes and comments they receive regarding the comparison of their appearance with that of other users. The popularity of influencers and their opinion leadership has resulted in the convergence of a given body image with the promotion of products and brands. Through the use of neuromarketing techniques –attention through eye tracking, and emotion using galvanic skin response–, the objective of this research is to determine the cognitive perception that Spanish adolescents and young people have of the stimuli transmitted by influencers on Instagram, surpassing classic content analysis of social networks and offering the innovative technique of registering unconscious reactions of the audience, both toward the body image as well as toward the brands promoted by influencers who are akin to the audience. The results suggest that adolescents place greater attention and emotional intensity on the nude body appeal of influencers compared to young adults, and show only scarce interest in brands. |
URI: | http://hdl.handle.net/10045/105327 |
ISSN: | 2405-8440 |
DOI: | 10.1016/j.heliyon.2020.e03578 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © 2020 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). |
Revisión científica: | si |
Versión del editor: | https://doi.org/10.1016/j.heliyon.2020.e03578 |
Aparece en las colecciones: | INV - COMPUBES - Artículos de Revistas |
Archivos en este ítem:
Archivo | Descripción | Tamaño | Formato | |
---|---|---|---|---|
Manas-Viniegra_etal_2020_Heliyon.pdf | 1,96 MB | Adobe PDF | Abrir Vista previa | |
Todos los documentos en RUA están protegidos por derechos de autor. Algunos derechos reservados.