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Zhang X. [Effectiveness of animated content in social media marketing: psychophysiological aspects and mechanisms of visual perception] World of Science. Series: Sociology, Philology, Cultural Studies, 2023, Vol. 14, No. 3. Available at: https://sfk-mn.ru/PDF/37KLSK323.pdf (in Russian).

Effectiveness of animated content in social media marketing: psychophysiological aspects and mechanisms of visual perception

Zhang Xinyu
Sanming University, Sanming, China
E-mail: 2215178687@qq.com

Abstract. This article is devoted to analyzing the impact of animated content on the effectiveness of social media marketing strategies (SMM) taking into account psychophysiological aspects and mechanisms of visual perception. Within the current digital landscape, animation is becoming a key means of attracting the audience’s attention to products and goods, in this regard, the main focus of the study is to identify the mechanisms of perception and consumer reaction to animated content and brand perception.

Focusing on animated content, the author explores the relationship between the aesthetic aspects of animation and audience response in SMM. Special attention is paid to the role of psychophysiological factors such as visual attention, emotional response and memorability in shaping brand perception and user behavior. The research highlights modern theories of perception and psychological mechanisms of reactions to visual stimuli. The author analyzes the impact of animated content on the effectiveness of communication and interaction with the audience, based on the theoretical data of studies by such authors as: V.E. Morozov, T.L. Makarov, E.Y. Pletneva, S. Ashley, B.D. Osman, C. Brainerd, P.E. Scalf, A. Torralbo, R.N. Shepherd, L.G. Standing, D. Reynolds, M. Wolfe and others. Based on the above works, the logical conclusion is that animation can play a key role in the formation of emotional and cognitive reactions in the audience.

The results of this study can contribute to the identification of key mechanisms that help to improve the effectiveness of SMM content through animation. The findings of the work are intended to have a practical impact on marketing and design professionals, enriching their experience of interacting with the target audience.

Keywords: animation content; SMM effectiveness; visual perception; psychophysiological aspects; brand effectiveness

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