Influence of Instagram stories in attention and emotion depending on gender

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. El impacto de los medios y las redes sociales sobre los usuarios es creciente. El hecho de que la actividad comercial esté inundando la mayor parte de redes sociales motiva a indagar sobre los factores de éxito de las publicaciones, y a tratar de determinar si el impacto es mayor o menor en función del género. Llamar la atención y emocionar al usuario o cliente son los principales objetivos de la publicidad, especialmente la interactiva. Esta investigación, de carácter cuantitativo, analiza los datos de las señales psicofisiológicas del nivel atencional y del nivel emocional de las personas teniendo en cuenta el género, a través de Sociograph, cuando visualizan Historias de Instagram de «influencers» reales. Para medir la actividad electrodérmica mediante dos electrodos, se utiliza un instrumento de medición que integra el registro tradicional de la Actividad Electrodérmica (EDA) y procesa la información de los individuos. Se utilizan un cuestionario, la pantalla para la visualización de la Historia de Instagram, las Historias de Instagram de los influencers, un protocolo de registro y una hoja de registro de las secuencias de actividad. Se observa que un mayor número de seguidores implica mayor activación emocional, aunque se traduce en emociones negativas, y una mayor activación emocional en hombres que en mujeres, aunque son ellas las que muestran emociones positivas hacia el vídeo y realizarían acto de compra a través de Instagram.

Cybervictimization, Offline Victimization, and Cyberbullying: The Mediating Role of the Problematic Use of Social Networking Sites in Boys and Girls

“…Prior studies have found that victimized girls find in SNSs a space for immediate peer support, such as advice and information on how to deal with these painful experiences (Mariën et al, 2021), which seem to contribute to a greater vulnerability to problematic use of virtual social networks, in addition to the sense of immediacy provided by SNSs and the possibility of communicating with their peers in this uninterrupted space and time (Mariën et al, 2021). Other studies have also demonstrated that empathy and pro-sociability are the main assets of girls' virtual status and reputation (Fondevila et al, 2020;González & Maroto, 2018), which could explain why they tend to avoid aggressive behavior when victimized. These findings could also be linked to differential Internet use in girls and boys.…”

Interactive Advertising on HbbTV: An Experimental Analysis of Emotions

“…This, added to a certain negative predisposition towards advertising, may explain this result. In any case-and this is positive-emotion is generated, and it has been proven that this and attention go hand in hand [1]; in this, audiovisual companies might find a clue for their advertising creations.…”

“…Regarding interactivity and emotions, various investigations have been developed, both focused on audiovisuals and social networks. Thus, an investigation determined a relationship between emotion and attention [1]. The link between attention and emotion was also evident in an experiment on television advertising [2].…”

Automated Classification of Evidence of Respect in the Communication through Twitter

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“…Unfortunately, this commandment is not practiced in many societies, groups, and enterprises. Outbreaks of disrespectful human behavior are witnessed regularly, especially on social media which significantly influence emotions in humans [2]. As a result, numerous researchers have begun to address the problem of hate speech propagated via micro-blogging platforms such as Twitter [3][4][5][6][7].…”