IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v130y2021icp444-452.html
   My bibliography  Save this article

Brain buzz for Facebook? Neural indicators of SNS content engagement

Author

Listed:
  • Zhang, Jing
  • Yun, Jin Ho
  • Lee, Eun-Ju

Abstract

Marketing in social media is gaining importance among young consumers. Because of the clutter in social network services (SNS) like Facebook, creating engaging content that can generate click-through and sharing behaviors is becoming a key success factor for SNS marketing. We investigate the neural indicators of engagement with content as a driver of consumers′ click-through behavior in social media. Using a novel neuroscientific research methodology called event-related potentials (ERP), we find unique brainwave signals that combine P3 and late positive potential (LPP), increasing power signals with multiple exposures while young consumers are exposed to highly engaging Facebook posts. These unique brainwave signals in response to engagement with online content, which occur within 300 ms, are detected in the bilateral temporal brain areas. A new neuromarketing method will soon allow marketers to predict consumers′ online click-through behaviors from micro-second brain processes that occur almost simultaneously with the time of content exposure.

Suggested Citation

  • Zhang, Jing & Yun, Jin Ho & Lee, Eun-Ju, 2021. "Brain buzz for Facebook? Neural indicators of SNS content engagement," Journal of Business Research, Elsevier, vol. 130(C), pages 444-452.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:444-452
    DOI: 10.1016/j.jbusres.2020.01.029
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320300369
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.01.029?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    2. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    3. Fortin, David R. & Dholakia, Ruby Roy, 2005. "Interactivity and vividness effects on social presence and involvement with a web-based advertisement," Journal of Business Research, Elsevier, vol. 58(3), pages 387-396, March.
    4. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    5. Pieters, R. & Rosbergen, E. & Hartog, M., 1996. "Visual attention to advertising : The impact of motivation and repetition," Other publications TiSEM 6031b9b8-47d9-4115-a74d-e, Tilburg University, School of Economics and Management.
    6. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    7. Berthon, Pierre & Pitt, Leyland F. & Watson, Richard T., 1996. "The World Wide Web As An Advertising Medium:," Journal of Advertising Research, Cambridge University Press, vol. 36(1), pages 43-54, January.
    8. Lohtia, Ritu & Donthu, Naveen & Hershberger, Edmund K., 2003. "The Impact of Content and Design Elements on Banner Advertising Click-through Rates," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 410-418, December.
    9. Dan Horsky & Leonard S. Simon, 1983. "Advertising and the Diffusion of New Products," Marketing Science, INFORMS, vol. 2(1), pages 1-17.
    10. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    11. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Herrando, Carolina & Jiménez-Martínez, Julio & Martín-De Hoyos, María José & Constantinides, Efthymios, 2022. "Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Zhang, Jing & Lee, Eun-Ju, 2022. "“Two Rivers” brain map for social media marketing: Reward and information value drivers of SNS consumer engagement," Journal of Business Research, Elsevier, vol. 149(C), pages 494-505.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhang, Jing & Lee, Eun-Ju, 2022. "“Two Rivers” brain map for social media marketing: Reward and information value drivers of SNS consumer engagement," Journal of Business Research, Elsevier, vol. 149(C), pages 494-505.
    2. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
    3. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    4. Kick, Markus, 2015. "Post ≠ Post: An Experimental Study on Corporate Brand Posts on Facebook," EconStor Preprints 182507, ZBW - Leibniz Information Centre for Economics.
    5. Muhammad Zahid Nawaz & Meng Tao & Hassan Ahmad & Md Jamirul Haque & Shahid Nawaz & Muhammad Nauman Shafique, 2020. "Youngsters and WMAs (WeChat Moments Advertisement): Do We Need the English Language in WMAs?," SAGE Open, , vol. 10(2), pages 21582440209, May.
    6. Eun-Ho Kim & Dongho Yoo & Sun-Jae Doh, 2021. "Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 254-271, May.
    7. María Rocío Bonilla Quijada & José Luis Del Olmo Arriaga & David Andreu Domingo, 2021. "Insights into user engagement on social media. Findings from two fashion retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 125-137, March.
    8. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    9. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    10. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    12. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    13. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    14. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    15. Colicev, Anatoli & Kumar, Ashish & O'Connor, Peter, 2019. "Modeling the relationship between firm and user generated content and the stages of the marketing funnel," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 100-116.
    16. Liu, Yihui & Wu, Aiqi & Song, Di, 2022. "Exploring the Impact of Cross-side Network Interaction on Digital Platforms on Internationalization of Manufacturing Firms," Journal of International Management, Elsevier, vol. 28(4).
    17. Shankar, Venkatesh & Kushwaha, Tarun, 2021. "Omnichannel marketing: Are cross-channel effects symmetric?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 290-310.
    18. Afi Fouad El & Ouiddad Smail, 2021. "Consumer engagement in value co-creation within virtual video game communities," Management & Marketing, Sciendo, vol. 16(4), pages 370-386, December.
    19. Kim, Juran & Lee, Ki Hoon, 2019. "Influence of integration on interactivity in social media luxury brand communities," Journal of Business Research, Elsevier, vol. 99(C), pages 422-429.
    20. Albert Chukwunonso Diachi & Ayşe Tansu & Oseyenbhin Sunday Osemeahon, 2021. "No One Is Leaving This Time: Social Media Fashion Brand Communities," Sustainability, MDPI, vol. 13(23), pages 1-14, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:444-452. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.