Neuro research on the impact of social networks on the brain

For most people, going to Instagram or Facebook is a daily routine that we hardly notice and that we think does not arouse special emotions in us. DIRECT MEDIA United Solutions conducted the first neuro-research in Serbia with the aim of checking how social networks really affect our brains.

Respondents were asked to behave as they would otherwise when using Facebook and Instagram during the research, while at the same time modern neurotechnology recorded their brain activity and emotional reaction.

Take a look at the results of the neurostudy “How do social networks affect our brains?”

Contrary to the belief that the use of social networks does not cause a special emotion, the results of the neurostudy showed that behind every scroll or like of the respondents there is an extreme feeling of happiness – euphoria. The brain waves of the respondents showed excitement and excitement, great commitment to the content, with a little brain fatigue – the so-called “perfect storm” that we are often not aware of or do not want to admit to ourselves.

The term “perfect storm” is used when describing a phenomenon in which multiple individual factors come together to create the perfect moment, as is the case with the use of social media, as it turned out in this study. Interestingly, and at the same time sobering, it is that the respondents were not at all aware of their emotional reactions during the research and that they would never connect the emotion of “euphoria” with going to social networks, which the Direct NEURO study confirmed. Thanks to the development of neuro technology, we can now find out what is happening in that unconscious part of the brain, which processes much more information on a daily basis, ”says Ljubica Vukčević, Head of Data Analytics & Insights at DIRECT MEDIA United Solutions.

The neurostudy also showed that the brains of the respondents, while they were on Instagram and Facebook, reacted negatively to a phone call or an inadequate advertisement or sponsored post, since these contents, if not created in accordance with our interests, interrupt the evident satisfaction of using social networks. In order to maintain the level of happiness hormones that are created while using social networks, we will want to stay where we like for as long as possible, and that is how addiction is created.

“The success of social networks is undoubted. This has been confirmed by numerous academic studies on this topic as well as this neuroresearch. But the key difference in everything, even in social networks, is how we use them. When we came up with the idea to conduct this innovative study, our goal was not only to gain in-depth insight into the unconscious emotions of consumers, which will further help us create better communication strategies, but also to call for more responsible use of social networks. said Milica Markovic, Corporate Communications Manager at DIRECT MEDIA United Solutions.

Direct NEURO research is conducted with the help of the highest quality technology and modern equipment for Eye-tracking, EEG (Electroencephalography or measurement of brain wave activity), GSR (Galvanic Skin Response or measurement of sweat response), Face and Voice analysis .

Behind the name Direct NEURO, stands an experienced team of neuroscientists with world references and numerous researches and studies. Using state-of-the-art neurotechnology, they will examine consumers’ unconscious reactions to messages placed through advertisements, commercials and content on social media. In addition to marketing, a large area of ​​application of this technology is also in human resources.

Source: PORTAL by

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