Leveraging NeuroIS Tools to Understand Consumer Interactions with Social Media Content

Jen Riley () and Adriane B. Randolph ()
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Jen Riley: Kansas State University
Adriane B. Randolph: Kennesaw State University

A chapter in Information Systems and Neuroscience, 2021, pp 56-62 from Springer

Abstract: Abstract Social media has risen as one of the leading budget allocations for advertising within many firms, demonstrating its increasing dominance of the marketing mix. As such, many corporate entities have increased their presence on social media platforms in recent years. We seek to better understand the impact of non-consumer generated content on the social media user experience. This study presents the application of electroencephalography to uncover mental activity by consumers when processing social media content. This research continues from a larger study exploring how consumers process content based on the author of social media content. While this extension focuses on understanding how consumers process social media content based on the author of the post, it has implications for further studies in human-computer interaction and content optimization.

Keywords: Social media; EEG; Neuromarketing; Content generation (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-030-88900-5_7

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DOI: 10.1007/978-3-030-88900-5_7

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