Neuromarketing and the effectiveness of influencers’ promoted content on teenagers

• Main Author: Marina FERRER-LÓPEZ
• Format: Article
• Language: English
• Published: Universidad de Alicante 2020-07-01
• Series: Revista Mediterránea de Comunicación
• Subjects: advertisement effectiveness; influencers; sociograph; neuromarketing; branded content; covert advertising
• Online Access: https://www.mediterranea-comunicacion.org/article/view/2020-v11-n2-neuromarketing-y-la-medicion-del-efecto-de-la-publicidad-de-influencers-en-adolescente

Influencer marketing is an advertising format regarded as highly effective in both business and academic contexts. Consumers perceive influencers' recommendations as more trustworthy, less commercial, and more natural than traditional digital advertising. An experiment was carried out employing the Sociograph neuromarketing technique to assess its effectiveness on teenagers. This instrument measured the electrodermal level of the sample watching videos. Traditional spots and other types of influencers' advertising content were compared to measure the attention and emotional levels in a sample of 19 girls aged from 11 to 16. The experiment was conducted in a laboratory at the Complutense University of Madrid in June 2019 and was followed up by a post-visualisation survey. The results show that the videos showing influencers' content are those generating the most attention peaks. One of the influencers' branded content was also the video creating the greatest peak of emotion and perceived as the most exciting video out of all those analysed. This exploratory study also revealed that influencers' credibility and prior brand-awareness knowledge could also have an influence in positive perception of the videos and the brand.