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The invention of neuroscience has benefited medical practitioners and businesses in improving their management and leadership. Neuromarketing, a field that combines neuroscience and marketing, helps businesses understand consumer behaviour and how they respond to advertising stimuli. This study aims to investigate the consumer purchase intention and preferences to improve the marketing management of the brand, based on neuroscientific tools such as emotional arousal using Galvanic Skin Response (GSR) sensors, eye-tracking, and emotion analysis through facial expressions classification. The stimuli for the experiment are two advertisement videos from the Macau tea brand “Guanding Teahouse” followed by a survey. The experiment was conducted on 40 participants. 76.2% of participants that chose the same product in the first survey responded with the same choice of products in the second survey. The GSR peaks in video ad 1 measured a total of 60. On the other hand, video ad 2 counted a total of 55 GSR peaks. The emotions in ad1 and ad2 have similar responses, with an attention percentage of 76%. The results showed that ad1 has a higher engagement time of 11.1% and ad2 has 9.6%, but only 19 of the respondent’s conducted engagement in video ad1, and 31 showed engagement in video ad2. The results demonstrated that although ad 1 has higher engagement rates, the respondents are more attracted to video ad 2. Therefore, ad2 has better marketing power than ad 1. Overall, this study bridges the gap of no previous research on measuring tea brand advertisements with the neuroscientific method. The results provide valuable insights for marketers to develop better advertisements and marketing campaigns and understand consumer preferences by personalising and targeting advertisements based on consumers' emotional responses and behaviour of consumers' purchase intentions. Future research could explore advertisements targeting different demographics.
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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.
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