Volume index - Journal index - Article index - Map ---- Back

Comunicar Journal 63: Gender equality, media and education: A necessary global alliance (Vol. 28 - 2020)

Influence of Instagram stories in attention and emotion depending on gender


Joan-Francesc Fondevila-Gascón

Óscar Gutiérrez-Aragón

Meritxell Copeiro

Vicente Villalba-Palacín

Marc Polo-López


The impact of media and social networks on users is growing. The fact that commercial activity is flooding most social networks motivates us to enquire about the success factors of posts, and to try to determine if the impact is greater or lesser depending on gender. Attracting attention and exciting the user or customer are the main objectives of advertising, especially interactive advertising. This quantitative research measures the psychophysiological signals of the attentional level and the emotional level of people taking into account gender, through Sociograph, when they visualize Instagram stories of real influencers. To measure the electrodermal activity by means of two electrodes, a measurement instrument is used which integrates the traditional register of the Electrodermal Activity (EDA) and processes the information of the individuals. A questionnaire, the screen to display the Instagram story, the Instagram stories of the influencers, a registration protocol and a record sheet of the activity sequences are used. We observed that a greater number of followers implies greater emotional activation, although it translates into negative emotions, and a greater emotional activation in men than in women, although it is they who show positive emotions towards the video and would make an act of purchase through Instagram.


Sociograph, gender, Instagram, influencer, EDA, emotions, neuromarketing, attention

PDF file in Spanish

PDF file in English


Aiger, M., & Palacín, M. (2012). Medición de actividad grupal en relación a la interdependencia mediante Sociograph (medida electrodérmica grupal). Revista Iberoamericana para la Investigación y el Desarrollo Educativo, 9, 1-23. https://bit.ly/2QU8qeD

Aiger, M., Palacín, M., & Cornejo, J. (2013). La señal electrodérmica mediante Sociograph: Metodología para medir la actividad grupal. Revista de Psicología Social, 28(3), 333-347. https://doi.org/10.1174/021347413807719102

Aiger, M., Palacín, M., Pifarré, P., Llopart, M., & Simó, M. (2016). Effectiveness of relaxation techniques before diagnostic screening of cancer patients. Suma Psicológica, 23(2), 133-140. https://doi.org/10.1016/j.sumpsi.2016.06.002

Alonso, T., Braojos, D., & Costa, L. (2018). Marketing de influencers: La eficacia de la marca personal. Universidad de Valladolid. https://bit.ly/37BzvZZ

Augure (2018). Informe de Influencer. Marketing 2017. Augure. https://bit.ly/2KPhzku

Aviva, S. (2009). A european approach to media literacy: Moving toward an inclusive knowledge society. [Aproximación europea a la educación en medios: Avanzando hacia una sociedad del conocimiento inclusiva]. Comunicar, 32, 19-20. https://doi.org/10.3916/c32-2009-01-004

Brandmanic (Ed.) (2018). Estudio sobre marketing de Influencers en España. Brandmanic. https://bit.ly/2QI09tQ

CECABLE (Ed.) (2019). Informe sobre uso de redes sociales. CECABLE.

Christakis, N.A., & Fowler, J.H. (2007). The spread of obesity in a large social network over 32 years. New England Journal of Medicine, 357(4), 370-379. https://doi.org/10.1056/nejmsa066082

Cosculluela, A., Guillén, F., & Malapeira, J. (1988). Actividad electrodérmica (EDA), personalidad y estrés. Anuario de Psicología, 38, 107-116. https://bit.ly/2QR6pj8

Dawson, M.E., Schell, A.M., Filion, D.L., & Berntson, G.G. (2007). The electrodermal system. In J.T. Cacioppo, L.G. Tassinary, & G. Berntson (Eds.), Handbook of Psychophysiology (pp. 157-181). Cambridge University Press. https://doi.org/10.1017/9781107415782.010

Fere, C. (1888). Note sur les modifications de la resistance electrique sous I'influence des excitations sensorielles et des emotions. Comtes Radus de la Société de Biologie, 40, 217-219.

Fondevila-Gascón, J.F. (2013). Periodismo ciudadano y cloud journalism: Un flujo necesario en la Sociedad de la Banda Ancha. Comunicación y Hombre, 9, 25-41. https://doi.org/10.32466/eufv-cyh.2013.9.163.25-41

Fondevila-Gascón, J.F., Mir-Bernal, P., Carreras-Alcalde, M., & Seebach, S. (2015). HbbTV history and its educational possibilities: Teaching options in times of the Internet. In M. Carmo (Ed.), Education applications & developments (pp. 103-112). InScience Press. https://bit.ly/2KNpD5c

Hatfield, E., Cacioppo, J.T., & Rapson, R.L. (1993). Emotional contagion. Current Directions in Psychological Science, 2(3), 96-100. https://doi.org/10.1111/1467-8721.ep10770953

IAB Spain (Ed.) (2018). Estudio anual de redes sociales. IAB Spain. https://bit.ly/2KMiS3V

IAB Spain (Ed.) (2019). Libro Blanco de marketing de influencers. IAB Spain. https://bit.ly/2DaTHUn

Jaromír, T., Pavel, R., & Lenka, M. (2017). Neuromarketing approach to efficient food styling. Journal of Interdisciplinary Research, 7(1), 3-5. https://bit.ly/2OK01Yu

Keil, A., Moratti, S., Sabatinelli, D., Bradley, M.M., & Lang, P.J. (2005). Additive effects of emotional content and spatial selective attention on electrocortical facilitation. Cerebral Cortex, 15(8), 1187-1197. https://doi.org/10.1093/cercor/bhi001

Kramer, A.D.I., Guillory, J.E., & Hancock, J.T. (2014). Experimental evidence of massive-scale emotional contagion through social networks. Proceedings of the National Academy of Sciences, 111(24), 8788-8790. https://doi.org/10.1073/pnas.1320040111

Levy, A. (2017). El estatus sobre el marketing de influencers 2017. https://bit.ly/2QVqtRF

Lewinski, P. (2015). Don’t look blank, happy, or sad: Patterns of facial expressions of speakers in banks’ YouTube videos predict video’s popularity over time. Journal of Neuroscience, Psychology, and Economics, 8(4), 241-249. https://doi.org/10.1037/npe0000046

Monge, S., & Fernández, V. (2012). Neuromarketing: Tecnologías, mercado y retos. Pensar la publicidad. Revista Internacional de Investigaciones Publicitarias, 5(2), 19-42. https://doi.org/10.5209/rev_pepu.2011.v5.n2.37862

Pérez-Conde, M. (2016). Influencer engagement, una estrategia de comunicación que conecta con la generación milenial. [Degree's thesis, Universidad de Alicante]. https://bit.ly/2qK0jGO

Plichta, M., Gerdes, A., Alpers, G., Harnisch, W., Brill, S., Wieser, M., & Fallgatter, A. (2011). Auditory cortex activation is modulated by emotion: A functional near-infrared spectroscopy (fNIRS) study. NeuroImage, 55(3), 1200-1207. https://doi.org/10.1016/j.neuroimage.2011.01.011

Reeve, J. (1994). Motivación y emoción. McGraw-Hill. https://bit.ly/33fzHdP

Rego, A., & Fernandes, C. (2005). Inteligência emocional: Contributos adicionais para a validação de um instrumento de medida. Psicología, 19(1-2), 139-167. https://doi.org/10.17575/rpsicol.v19i1/2.401

Santamaría-de-la-Piedra, E., & Meana-Peón, R.J (2018). Redes sociales y fenómeno influencer. Reflexiones desde una perspectiva psicológica. Miscelánea Comillas, 75(147), 443-469. https://bit.ly/33hfzYK

Smith, K. (2016). 49 Incredible Instagram statistics you need to know. Brandwatch. https://bit.ly/2KN9H36

Sociograph (Ed.) (2019). Informe de actividad. Sociograph. https://bit.ly/2RquZaV

Tapia-Frade, A., & Martín-Guerra, E. (2017). Neurociencia y publicidad. Un experimento sobre atención y emoción en publicidad televisiva. Innovar, 27(65), 81-92. https://doi.org/10.15446/innovar.v27n65.65063

Torreblanca, F., Juárez, D., Sempere, F., & Mengual, A. (2012). Neuromarketing: La emocionalidad y la creatividad orientadas al comportamiento del consumidor. 3C Empresa, Investigación y Pensamiento Crítico, 6, 20-30. https://bit.ly/2QLlO4E

Vecchiato, G., Kong, W., Maglione, A.G., Cherubino, P., Trettel, A., & Babiloni, F. (2014). Cross-cultural analysis of neuroelectrical cognitive and emotional variables during the appreciation of TV commercials. Neuropsychological Trends, 16, 23-29. https://doi.org/10.7358/neur-2014-016-vecc