Neuromarketing as a strategic tool for predicting how Instagramers have an influence on the personal identity of adolescents and young people in Spain.

Attention by gender to body attractiveness of the influencers was confirmed when it was verified that males placed faster attention (TFF = 0.33; p = 0.994), of longer duration (TFD = 3.99; p = 0.204), and with a higher number of fixations (FC = 7.33; p = 0.898), on the buttocks of the female influencer; the attention by females was partially significant with regard to the stimuli in which the male influencer showed his naked torso (E6-AOI3; TFF = 2.10, p = 0.004; TFD = 1.58, p = 0.001; FC = 3.59, p = 0.075), with the greatest differences being seen in E8-AOI 2 (TFD = 2.08, p =<0.001; FC = 5.73, p =<0.001).

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