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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

https://doi.org/10.3916/C63-2020-04

Joan-Francesc Fondevila-Gascón

Óscar Gutiérrez-Aragón

Meritxell Copeiro

Vicente Villalba-Palacín

Marc Polo-López

Abstract

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.

Keywords

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

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