Neuromarketing: Integrated Marketing Communication Recent Tool
DOI:
https://doi.org/10.61421/IJSSMER.2023.1103Keywords:
Neuromarketing, Automatic Processes, PRISMA, Forest and Funnel PlotAbstract
An increasing amount of research is being done on how customers’ brain responses impact their decision-making since it is crucial to understand why consumers choose one product over another in the current market. Customers’ decisions are influenced by neuromarketing and its implicit and automatic processes, which also reveal any covert understanding of consumer behavior. While positioning itself as one of the primary areas of study aimed at achieving this goal, neuromarketing is still a relatively new and fast developing field. The purpose of the study was to investigate how advertising affects customers’ online purchase decisions. Another objective is to investigate how consumers’ gaze patterns, fixation rates, heat maps, and feelings are affected by stimuli or marketing initiatives. The stimulus is provided by the consumer, and the advertising campaign measures the response. The most recent studies’ systematic literature review was employed by the authors. With the aid of PRISMA, the scanned literature was included and excluded. Authors used the Forest Plot based on partial correlation to examine the effect size of the literature they had used. SLR’s publication bias was examined using a funnel plot. To bolster the strength of the evaluated literature, content analysis was done.
Downloads
References
Adeola, O., Evans, O., Ndubuisi Edeh, J., & Adisa, I. (2022). The Future of Marketing: Artificial Intelligence, Virtual Reality, and Neuromarketing. Marketing Communications and Brand Development in Emerging Economies Volume I: Contemporary and Future Perspectives, 253-280.
Adula, M., Kant, S., & Birbirsa, Z. A. (2022). Systematic Literature Review on Human Resource Management Effect on Organization Performance. Annals of Human Resource Management Research, 2(2), 131-146.
Adula, M., Kant, S., & Birbirsa, Z. A. (2023). Qualitative Analysis with MAXQDA: Effect of HRM Practices on Organization Performance with Mediation of Employees’ Work Attitude in Textile Industries of Ethiopia.
Ala, M., Nair, S., & Rasul, T. (2022). The power of neuromarketing: Taking luxury fashion marketing in Southeast Asia markets to a whole new level. In Fashion Marketing in Emerging Economies Volume II: South American, Asian and African Perspectives (pp. 73-98). Cham: Springer International Publishing.
Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep learning for EEG-based preference classification in neuromarketing. Applied Sciences, 10(4), 1525.
Ali Gaafar, H., & Al-Romeedy, B. (2022). Neuromarketing as a novel method to tourism destination marketing: Evidence from Egypt. Journal of Association of Arab Universities for Tourism and Hospitality, 22(1), 48-74.
Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). Neuromarketing: Marketing research in the new millennium. Neuroscience Research Notes, 4(3), 27-35.
Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). Neuromarketing: The popularity of the brain-imaging and physiological tools. Neuroscience Research Notes, 3(5), 13-22.
Alsharif, A. H., Salleh, N. Z. M., Abdullah, M., Khraiwish, A., & Ashaari, A. (2023). Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda. SAGE Open, 13(1), 21582440231156563.
Alsharif, A. H., Salleh, N. Z. M., Hashem E, A. R., Khraiwish, A., Putit, L., & Arif, L. S. M. (2023). Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers. Sustainability, 15(5), 4603.
Bhardwaj, S., Rana, G. A., Behl, A., & de Caceres, S. J. G. (2023). Exploring the boundaries of Neuromarketing through systematic investigation. Journal of Business Research, 154, 113371.
Bočková, K., Škrabánková, J., & Hanák, M. (2021). Theory and practice of neuromarketing: Analyzing human behavior in relation to markets. Emerging Science Journal, 5(1), 44-56.
Branch, I. R. A. N. (2019). Effects of Neuromarketing On Marketing Performance And Market Share Growth: Case Study of Selected Manufacturing Companies of Bushehr Province, Iran. ItJEMAST 10 (6) 2019, 803.
Dabaso, A., Engida, A., Degefa, T. T., & Kant, S. Contextual Influence of Entrepreneurship Determinants on MSE’s Performance in Ethiopia, Horn of Africa. Amber, 12(2), 6.
Dereso, C.W., Kant, S., Muthuraman, M., Tufa, G. (2023). Effect of Point of Service on Health Department Student’s Creativity in Comprehensive Universities of Ethiopia: Moderating Role of Public-Private Partnership and Mediating Role of Work Place Learning. In: Jain, S., Groppe, S., Mihindukulasooriya, N. (eds) Proceedings of the International Health Informatics Conference. Lecture Notes in Electrical Engineering, vol 990. Springer, Singapore. https://doi.org/10.1007/978-981-19-9090-8_13
Fisseha Dejene Yadete, & Shashi Kant. (2023). Neuro-Marketing in Understanding Consumer Behavior: Systematic Literature Review. Partners Universal International Innovation Journal, 1(2), 105–116. https://doi.org/10.5281/zenodo.7856978
Fisseha Dejene Yadete, Shashi Kant, & Chalchissa Amentie Kero. (2023). Meta-Analysis of Marketing Innovation on Firm’s Performance of Small & Medium Enterprises With the Moderating Effect of Government Support Program: In Case of Selected Sub-cities of Addis Ababa, Ethiopia. Partners Universal International Innovation Journal, 1(2), 127–140. https://doi.org/10.5281/zenodo.7857128
Gemechu Tufa, & Shashi Kant (2023). Introductory Qualitative Research in Psychology by Carla Willig: A Book Review. Partners Universal International Innovation Journal, 1(2), 49–54. https://doi.org/10.5281/zenodo.7853394
Gill, R., & Singh, J. (2022). A study of neuromarketing techniques for proposing cost effective information driven framework for decision making. Materials Today: Proceedings, 49, 2969-2981.
Gurgu, E., Gurgu, I. A., & Tonis, R. B. M. (2020). Neuromarketing for a better understanding of consumer needs and emotions. Independent Journal of Management & Production, 11(1), 208-235.
Halkiopoulos, C., Antonopoulou, H., Gkintoni, E., & Aroutzidis, A. (2022, April). Neuromarketing as an Indicator of Cognitive Consumer Behavior in Decision-Making Process of Tourism destination—An Overview. In Transcending Borders in Tourism Through Innovation and Cultural Heritage: 8th International Conference, IACuDiT, Hydra, Greece, 2021 (pp. 679-697). Cham: Springer International Publishing.
Kant, S. (2020). Critical Appraisal of Prevailing Marketing Mix: Applies Particularly to the Digital Marketing Metaphor.
Kant, S., & Adula, M. (2022). Mediation Effect Of Customer Satisfaction Between Promotion Mix Elements And Customer Buying Behavior In Education Sector Of Ethiopia. International Journal of Islamic Business and Management Review, 2(2), 174-181.
Kant, S., Adula, M., Belay, B., & Dabaso, A. (2022). Mediation Effect of Customer Satisfaction in the Relationship Between Promotion Mix Elements and Customer Buying Behavior in Education Sector of Ethiopia. Partners Universal International Research Journal, 1(4), 210-217.
Kant, S., Belay, B., & Dabaso, A. (2023). Coffee Logistics Operation Knowledge Effect on Cooperative Associations Functionalism in Ethiopia with Mediation of Cybernetics and Local People Knowledge Base. Journal of Production, Operations Management and Economics (JPOME) ISSN 2799-1008, 3(01), 21-33.
Mansor, A. A., & Isa, S. M. (2020). Fundamentals of neuromarketing: what is it all about?. Neuroscience Research Notes, 3(4), 22-28.
Nilashi, M., & Abumalloh, R. A. (2023). Neuromarketing and Metaverse. Journal of Soft Computing and Decision Support Systems, 10(1), 1-3.
Nilashi, M., Samad, S., Ahmadi, N., Ahani, A., Abumalloh, R. A., Asadi, S., … & Yadegaridehkordi, E. (2020). Neuromarketing: a review of research and implications for marketing. Journal of Soft Computing and Decision Support Systems, 7(2), 23-31.
Oikonomou, V. P., Georgiadis, K., Kalaganis, F., Nikolopoulos, S., & Kompatsiaris, I. (2023). A Sparse Representation Classification Scheme for the Recognition of Affective and Cognitive Brain Processes in Neuromarketing. Sensors, 23(5), 2480.
Paramashivaiah, P., Aravind Soudikar, Abasara Dabaso, and Shashi Kant. “Impact of Advertising in Attracting Clients for Digital Money lending in Africa.” Amber 12, no. 2: 35.
Pereira, V. C., Membiela-Pollán, M., & Sánchez, E. (2022). Nostalgia, Retro-Marketing, and Neuromarketing: An Exploratory Review. Journal of Creative Industries and Cultural Studies: JOCIS, (7), 107-126.
Spence, C. (2020). On the ethics of neuromarketing and sensory marketing. Organizational Neuroethics: Reflections on the Contributions of Neuroscience to Management Theories and Business Practices, 9-29.
Wakjira, G. G., & Kant, S. (2022). Assessment of Challenges and Prospects of Local Milk Supply on Market Performance: A Case Of Ethiopia, Horn Of Africa. JURNAL PETERNAKAN SABANA, 1(2), 102-109.
Wakjira, G. G., & Kant, S. (2022). Significance Of Market Orientation On Business Performance With Mediating Role of Employee And Customer Satisfaction In Ethiopia Banks. Partners Universal International Research Journal, 1(4), 118-125.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All articles published in International Journal of Social Science, Management and Economics Research are licensed under a Creative Commons Attribution 4.0 International License.
