Lyrical and Instrumental Music on TikTok

Attention, Emotion and Social Virality

Authors

DOI:

https://doi.org/10.62161/revvisual.v18.6281

Keywords:

Neuromarketing, Electrodermal activity (EDA), Audiovisual attention, Implicit emotional engagement, Music typology, Social virality, TikTok

Abstract

The study examines the differential impact of lyrical versus instrumental music on cognitive-emotional processing and the social diffusion of audiovisual content on TikTok. Using a multimethod experimental design, the research integrates electrodermal activity (EDA), automated facial expression analysis, post-exposure declarative responses, and real platform interaction metrics. Results indicate that instrumental music fosters more sustained physiological attention, whereas lyrical music enhances conscious evaluation and visible engagement. Moreover, partial dissociations emerge between implicit emotional activation and behavioral virality.

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Author Biographies

Paloma Saá Teja, Deputy to the Vice-Rector for Students at CEU San Pablo University

She holds a PhD in Marketing from Universidad CEU San Pablo and a Degree in Economics and Business Administration from Universidad Complutense de Madrid. Her research focuses on applied neuromarketing and consumer neuroscience, with particular attention to the analysis of the cognitive, emotional, and behavioral mechanisms involved in persuasive communication in digital environments.

She has participated in nationally funded competitive research projects and collaborates in interdisciplinary research groups focused on communication, leadership, talent development, and employability. She co-directs an Applied Neuromarketing Laboratory (CEU Sociograph Lab) dedicated to experimental design, biometric data collection, and neuro-quantitative analysis. Her career combines academic research, teaching innovation, and knowledge transfer to professional contexts.

Lorena León Bascones, CEU San Pablo University

She graduated from Universidad CEU San Pablo and currently works as a Business Analyst, participating in strategic projects aimed at optimizing key performance indicators (KPIs) and improving organizational processes. She has experience in analytical and reporting tools, as well as in transforming data into insights that support strategic decision-making in business environments.

Her profile combines expertise in data analysis, business intelligence, and the development of analytical solutions, with a proactive, organized, and results-oriented approach.

She is also involved in research projects within the CEU–Sociograph Classroom, focusing on neuromarketing and consumer behavior analytics. She was awarded the Second Prize of the Universidad CEU San Pablo–Mutua Madrileña Chair (2024–2025).

Carmen Romano de Pedro, Professor at the University of Valladolid

Professor at the University of Valladolid, where she teaches Leadership and Management Skills, she combines university teaching with professional activity at Sociograph. At this Marketing Science consultancy, she contributes to the application of biometric and behavioral analysis methodologies to assess attention, emotion, and the effectiveness of audiovisual content and communication messages. Her work focuses on the study of communication and audiences, with particular interest in neuromarketing, implicit metrics, and models for evaluating communication performance in digital environments. She has collaborated on projects and scientific research that integrate psychophysiological data with indicators of media consumption and interaction.

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Published

2026-08-03

How to Cite

Saá Teja, P., León Bascones, L., & Romano de Pedro, C. (2026). Lyrical and Instrumental Music on TikTok: Attention, Emotion and Social Virality . VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 18(4), 209–229. https://doi.org/10.62161/revvisual.v18.6281

Issue

Vol. 18 No. 4 (2026): Communication, Innovation and Innovation in Museums

Section

Research articles

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