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September 5, 2025Frontiers in NeuroscienceOpen Access

Disrupting the browsing experience: impact of sponsored social media content on affective flow without driving engagement

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Authors

MHMaike HübnerJTJ. K. ThalmannJHJörg Henseler

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Overview

Study reveals that sponsored content affects emotional rhythms in users, suggesting new frameworks for understanding engagement.

Key Points

  • Sponsored content disrupts baseline neutrality in affective tone, causing subtle shifts in affective flow without heightened emotional intensity.
  • Biometric indicators of emotional arousal and valence did not predict engagement behavior, challenging common assumptions.
  • This study utilized a three-layer analytical model incorporating facial expression analysis and skin conductance to capture emotional microstructure.
  • Findings call for revised frameworks that incorporate rhythm disruption and cognitive reappraisal in understanding decision-making processes.

Cite This Study

Hübner et al. (2025) studied this question.

synapsesocial.com/papers/68bb4dfb6d6d5674bcd023bdhttps://doi.org/10.3389/fnins.2025.1636848
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