Suchergebnisse

"The book discusses how to interconnect the creators' economies on different platforms, and by suggesting ways to facilitate interoperability, the title will prove a step in the direction of leveraging the metaverse for holistic financial and social gains"--

AbstractNeuromarketing is perceived as burgeoning innovation in marketing research which facilitates understanding consumer behaviour and decision‐making. Given this potential, still, most enterprises resist implementing neuromarketing techniques. Therefore, this study aims to identify the determinants that limits the application of neuromarketing. An extensive literature review was performed on databases such as Emerald, Jstor, Sage, Scopus and Web of Science. The inclusion criteria are grounded upon the 'Population Intervention Comparison Outcome Study' procedure and articles restricted to the English language, published between 2007 and July 2022 and indexed under peer‐reviewed journals. A total of 36 research articles are included and not even a single study was obtained from Mediterranean & Middle East. Sixteen key determinants were acknowledged under the subcategory of psychological and operational variables as presented in the conceptual framework. These identified variables trigger psychological and operation constraints in decision making, thereby limiting the application of neuromarketing decisions. This study directs the need for a general level of cognizance and acknowledgment about neuromarketing, further developing the innovation culture in business corporates and affiliate marketing research needs to neuromarketing techniques.

AbstractNeuromarketing is the field of studying neural signals to comprehend consumer behavior, which can help improve marketing strategies. In the recent past, scholars have conducted research to enhance the conceptual understanding of neuromarketing by applying bibliometric analysis. However, most studies either had a myopic view or considered a few articles. As a result, existing literature fails to provide a nuanced understanding of neuromarketing. The present research addresses this lacuna using a bibliometric analysis of 383 research articles across different domains from the Scopus database. The research covers the most influential authors, articles, top journals, most prominent countries, and institutions in the neuromarketing field. Next, keyword co‐occurrence analysis reveals major themes such as decision‐making in consumers, marketing and consumer behavior, advertisement, non‐invasive techniques in advertisement effectiveness, ERP and brand extension, brand and fMRI. Finally, analyzing the six thematic areas gives valuable insights into the current research. The study also provides research areas for future researchers by identifying the gaps in the present thematic areas.