Facial biometrics and emotions, What types of Facebook posts awaken users' emotions?

Abstract

The objective of this article is to provide useful information for those hotel companies in the Caribbean sector of Costa Rica that were affected by the Coronavirus pandemic. The information resulting from this article will reveal which types of posts are most effective for a good social media communication strategy. This article is a quantitative-exploratory and descriptive research with the main objective of evaluating the performance of advertising on the social network Facebook through the comparative analysis of emotions of social media users in Costa Rica. Information from neuromarketing and sensory marketing was collected to understand and improve consumer experience and connection, as well as brand or company image. Face-Reading technology was used and carried out with 80 social media users. Among the relevant results, the data from the Face Reader reflected that users feel angry and sad when viewing posts with images but no text.