Neuromarketing research on video content effectiveness in digital marketing: analysis of emotional and physiological responses

In the context of digital marketing development, effective management of consumer attention is becoming a crucial task for small and medium-sized enterprises (SMEs). Traditional methods of marketing analysis do not fully reveal the mechanisms of unconscious consumer perception, which increases the relevance of applying neuromarketing approaches. The aim of this study is to evaluate the impact of video content structure (human presence and emotional dynamics) on the emotional and physiological responses of consumers. During the study, based on the iMotions platform and using FaceReading and GSR methods, a comparison of two types of videos was conducted: with and without human presence. The research results demonstrated that video content featuring a human increases emotional engagement, and that the change in emotions over time significantly affects consumer interest. The scientific novelty of the work lies in considering video content not as static, but as an emotional process evolving over time. The research results can be applied to improve digital marketing strategies, particularly to enhance the advertising effectiveness of small and medium-sized enterprises. The practical significance of the work consists in substantiating the role of emotional dynamics and anthropomorphic elements in the creation of video advertising.

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