Neuromarketing y el desempeño de las publicaciones en redes sociales

The objective of this research is to evaluate the performance of advertising on the social network Facebook by analyzing the attention of social media users when viewing posts from Caribbean hotels in Costa Rica. For this purpose, an analysis of the Facebook posts was conducted, and the posts were categorized. Additionally, the top 10 most-followed hotels on Facebook were identified, and the posts with the highest number of interactions for each hotel and category were selected. To achieve the research objective, a non-experimental study was carried out using the Tobii X2-60 Eye Tracker, and a self-administered questionnaire was designed. The results revealed that posts with text in the description (copy) tend to have more interactions, especially those with copy and images containing text, as users pay more attention to the text, leading to an increase in interactions. Another interesting finding is that social media users first observe the content of the image, followed by the copy, then the text within the image, after that the name and logo of the Facebook profile, and finally the interactions section.