engleski

Tracking unconscious response to visual stimuli to better understand a pattern of human behavior on a Facebook page

As one of the fastest-growing social media networks, Facebook is used daily by the general public. Despite its worldwide influence, the cognitive perception of this social network has not been fully understood or researched. The current study examined human behavior on Facebook to enhance content and gain attention from Facebook page followers. A neuroscience approach using the eye-tracking device was used to gain insight into the reasons users choose to follow the page of the Croatian Academic Union of the Faculty of Economics (HAZEF). The results showed that followers spend on average less than 1.5 seconds viewing a Facebook post, while the emotional analysis of facial expressions revealed a higher intensity of negative mood and negative emotions such as sadness when viewing the HAZEF page. Negative mood decreases in cases where posts contain images of human faces. Possible reasons for these findings are discussed and recommendations are made for optimizing the Facebook page to better match the followers' preferences.

Eye-tracking ; Neuromarketing ; Social media ; Visual attention

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