Emotional Response to Social Media Communication of Phygital Brand Experiences

Experimental Neuromarketing Analysis

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DOI:

https://doi.org/10.62161/revvisual.v17.5858

Keywords:

Neuromarketing, Phygital, Brand experience, Social Media, Emotions

Abstract

Generation Z reacts positively to social media communication about a phygital brand experience if they have an affinity with the brand. The spontaneous emotions of 28 students were analyzed using an experimental methodology with the neuromarketing software FaceReader 9 by Noldus. The results confirm that brand affinity predisposes individuals to emotions such as surprise and joy when invited to a phygital (physical and digital) brand experience, but this does not always predict their intention to attend. The study contributes to understanding consumer behavior toward phygital experiences, providing recommendations for strategy implementation, brand experience design, and communication.

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Published

2025-10-24

How to Cite

Polo-López, M., & Krtolica-Lukic, A. (2025). Emotional Response to Social Media Communication of Phygital Brand Experiences: Experimental Neuromarketing Analysis. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 17(6), 47–56. https://doi.org/10.62161/revvisual.v17.5858

Issue

Vol. 17 No. 6 (2025)

Section

Research articles

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