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Leveraging NeuroIS Tools to Understand Consumer Interactions with Social Media Content

In: Information Systems and Neuroscience

Author

Listed:
  • Jen Riley

    (Kansas State University
    Kennesaw State University)

  • Adriane B. Randolph

    (Kennesaw State University)

Abstract

Social media has risen as one of the leading budget allocations for advertising within many firms, demonstrating its increasing dominance of the marketing mix. As such, many corporate entities have increased their presence on social media platforms in recent years. We seek to better understand the impact of non-consumer generated content on the social media user experience. This study presents the application of electroencephalography to uncover mental activity by consumers when processing social media content. This research continues from a larger study exploring how consumers process content based on the author of social media content. While this extension focuses on understanding how consumers process social media content based on the author of the post, it has implications for further studies in human-computer interaction and content optimization.

Suggested Citation

  • Jen Riley & Adriane B. Randolph, 2021. "Leveraging NeuroIS Tools to Understand Consumer Interactions with Social Media Content," Lecture Notes in Information Systems and Organization, in: Fred D. Davis & René Riedl & Jan vom Brocke & Pierre-Majorique Léger & Adriane B. Randolph & Gernot (ed.), Information Systems and Neuroscience, pages 56-62, Springer.
    • Handle: RePEc:spr:lnichp:978-3-030-88900-5_7
    DOI: 10.1007/978-3-030-88900-5_7
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