Inside out. Social media videos and destination branding. Neuromarketing using EEG technique

Abstract

Purpose This study aims to investigate the effectiveness of two types of social media videos used for destination image development: induced/commercial-oriented content and organic content (where content is made without commercial interest, such as vlogs classified as user-generated content). Design/methodology/approach Experimental research using “Emotive EEG” (electroencephalogram) in a controlled environment was conducted with 30 participants (20 males, 10 females), age range 18 to 26. Emotive EEG recording was performed while the participants watched both types of video clips. Test results for both groups indicate that induced content is preferred over organic content. Findings This study opens up future research avenues where neuromarketing’s “Marketer Friendly” EEG equipment can be applied to the customer selection process. Originality/value Marketing analysts can gauge the interest and response of customers on different types of social media video content for destination marketing based on the findings of this study.