Neuromarketing and the Performance of Social Media Posts

Abstract

This research aims to assess the performance of advertising on the Facebook social network through an analysis of the attention of social media users when viewing posts from Caribbean hotels in Costa Rica. To achieve this, an analysis of Facebook posts was conducted, and a categorization of the publications was carried out. Additionally, the top 10 most followed hotels on Facebook were determined, and subsequently, posts with the highest number of interactions were selected for each hotel and posting category. A non-experimental study was conducted using the Tobii X2-60 Eye Tracker to fulfill the research objective, and a self-administered questionnaire was also designed. The results revealed that posts with text in the description (copy) tend to have more interactions, especially posts with copy and images with included text, as users pay more attention to the text, increasing interactions. Another interesting finding is that social media users first observe the content of the image, followed by the copy, then the text within the image, next the name and logo of the Facebook profile, and finally, the interactions section.