NEUROMARKETING AS A TOOL TO MEASURE AND EVALUATE THE CONSUMER BEHAVIOUR OF GUANDING TEAHOUSE’S SOCIAL MEDIA ADVERTISEMENT

Abstract

THIS RESEARCH AIMS TO EVALUATE A MACAU TEA BRAND'S SOCIAL MEDIA ADVERTISING EFFECTIVENESS WITH NEUROMARKETING TOOLS, INCLUDING PHYSIOLOGICAL MONITORING THAT CAN MEASURE EMOTIONAL AROUSAL. THIS RESEARCH BRIDGES THE GAP OF SOCIAL MEDIA MARKETING ON INSTAGRAM FOR BRANDS THROUGH THE NEUROMARKETING METHOD. DATA FROM 40 RESPONDENTS WERE COLLECTED WITH IMOTIONS SOFTWARE USING NEUROSCIENTIFIC TOOLS. THIS RESEARCH USES THE STIMULI OF GUANDING TEAHOUSE, A NEWLY ESTABLISHED MACAU TEA BRAND, TO EVALUATE SOCIAL MEDIA ADVERTISING EFFECTIVENESS. THE NEUROSCIENTIFIC TOOLS – GALVANIC SKIN RESPONSE (GSR) SENSORS, EYE-TRACKING, FACIAL EXPRESSION ANALYSIS (FEA) AND EMOTION ANALYSIS ARE USED TO DO THE EXPERIMENT. THE DATA ANALYSIS WAS DRAWN FROM ONE REPRESENTATIVE RESPONDENT TO MEASURE THE EMOTIONS AND ATTENTION ON THE INSTAGRAM ADVERTISEMENTS. VIDEO 1 RECORDED 9 GSR PEAKS AND VIDEO 2 RECORDED 12 GSR PEAKS, BOTH VIDEOS ATTENTION IS RANGING BETWEEN 96-98 INDEXES. RESULTS SHOW THAT ADVERTISING VIDEOS SHOULD FOCUS MORE ON THE PRODUCTS THAN THE MODEL. MOREOVER, THE PARTICIPANT IS MORE INTERESTED IN VIDEO 2, BUT THE EFFECTIVENESS OF ADVERTISING IS SHOWING A LOWER FOCUS ON THE BRAND AND THE TEA. FUTURE STUDIES SHOULD CONSIDER COMPARING THE VIDEO ADVERTISING EFFECTIVENESS OF INSTAGRAM STORIES AND INSTAGRAM REELS TO PREVENT DISRUPTION OF VIDEO ON THE STORIES AD.