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JCR Category: Business in ESCI edition

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2025) 1.5 Q3
Journal Citation IndicatorTM (2025) 0.25 Q4
Received: 2025-06-11  |  Accepted: 2025-09-16  |  Published: 2025-12-30

Title

Emotions and their impact on the brand: a neuroscientific analysis of trust and social media content sharing in generation Z


Abstract

This study intends to use neuroscience tools such as eye tracking and facial expression analysis to further explore Generation Z's emotional responses to negative stimuli on social media. Particular emphasis is placed on negative emotions such as anger, contempt, fear, sadness and disgust and their impact on brand trust. The main objective of the research is to analyze how negative user-generated content (UGC) affect users' emotions, trust, and willingness to share content while also examining brands' strategies for responding to this content. With the increasing importance of digital marketing, understanding these emotional responses is crucial for brands to refine their online communication strategies and strengthen consumer trust. The findings of our study indicate that brand feedback does not mitigate the impact of negative emotions from negative UGC. Although most negative emotions did not have a statistically significant impact on trust and intention to share a post, we found that when it comes to trust, there is a noticeable mitigation of the impact of negative emotions. The emotion of disgust was significant for intent to share, and we observed a strong positive relationship between trust and intent to share the post further.


Keywords

user-generated content (UGC), brand trust, content sharing, emotion, digital marketing, social media, neuroscience analysis, eye tracking, FaceReader


JEL classifications

M31 , M37 , D83


URI

http://jssidoi.org/jesi/article/1364


DOI


Pages

122-142


Funding

This article is one of the partial outputs under the scientific research grant VEGA 1/0488/22: Research on Digital Marketing in Tourism with an Emphasis on Sustainability Principles in the Post-Pandemic Market Environment) and VEGA 1/0506/24: Research on Aspects of the E-Commerce Process in the Dimension of Consumer Buying Behavior and Preferences with an Emphasis on the Principles of the Circular Economy. This research is supported by the Scientific Grant Agency of the Ministry of Education, Research, Development and Youth of the Slovak Republic and the Slovak Academy Sciences as part of the research project VEGA No. 1/0700/25.

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Bačík, Radovan
University of Prešov, Prešov, Slovakia http://www.unipo.sk
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Loumova, Veronika
University of Prešov, Prešov, Slovakia http://www.unipo.sk
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Gavura, Štefan
Technical University of Košice, Košice, Slovakia http://www.tuke.sk
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Tomasova, Maria
University of Prešov, Prešov, Slovakia http://www.unipo.sk
Articles by this author in: CrossRef |  Google Scholar

Misko, David
University of Prešov, Prešov, Slovakia http://www.unipo.sk
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

13


Number

2


Issue date

December 2025


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 1033  |  PDF downloads: 919

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