Neuromarketing and the effectiveness of influencers’ promoted content on teenagers
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...
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Universidad de Alicante
2020-07-01
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doaj-e429e17ed3ce42c8b697a75ff48955f02020-11-25T03:10:19ZengUniversidad de AlicanteRevista Mediterránea de Comunicación1989-872X2020-07-0111224125910.14198/MEDCOM2020.11.2.11Neuromarketing and the effectiveness of influencers’ promoted content on teenagersMarina FERRER-LÓPEZ0Complutense University of Madrid. Spain. marinaferrerlopez@ucm.esInfluencer 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.https://www.mediterranea-comunicacion.org/article/view/2020-v11-n2-neuromarketing-y-la-medicion-del-efecto-de-la-publicidad-de-influencers-en-adolescenteadvertisement effectivenessinfluencerssociographneuromarketingbranded contentcovert advertising |
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DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Marina FERRER-LÓPEZ |
spellingShingle |
Marina FERRER-LÓPEZ Neuromarketing and the effectiveness of influencers’ promoted content on teenagers Revista Mediterránea de Comunicación advertisement effectiveness influencers sociograph neuromarketing branded content covert advertising |
author_facet |
Marina FERRER-LÓPEZ |
author_sort |
Marina FERRER-LÓPEZ |
title |
Neuromarketing and the effectiveness of influencers’ promoted content on teenagers |
title_short |
Neuromarketing and the effectiveness of influencers’ promoted content on teenagers |
title_full |
Neuromarketing and the effectiveness of influencers’ promoted content on teenagers |
title_fullStr |
Neuromarketing and the effectiveness of influencers’ promoted content on teenagers |
title_full_unstemmed |
Neuromarketing and the effectiveness of influencers’ promoted content on teenagers |
title_sort |
neuromarketing and the effectiveness of influencers’ promoted content on teenagers |
publisher |
Universidad de Alicante |
series |
Revista Mediterránea de Comunicación |
issn |
1989-872X |
publishDate |
2020-07-01 |
description |
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. |
topic |
advertisement effectiveness influencers sociograph neuromarketing branded content covert advertising |
url |
https://www.mediterranea-comunicacion.org/article/view/2020-v11-n2-neuromarketing-y-la-medicion-del-efecto-de-la-publicidad-de-influencers-en-adolescente |
work_keys_str_mv |
AT marinaferrerlopez neuromarketingandtheeffectivenessofinfluencerspromotedcontentonteenagers |
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