神经营销
主题分析
斯科普斯
领域(数学)
消费者行为
营销
消费者研究
市场调研
数据科学
心理学
计算机科学
广告
社会学
业务
政治学
定性研究
社会科学
梅德林
数学
纯数学
法学
作者
Tanveer Kajla,Sahil Raj,Pooja Kansra,Seema Gupta,Nripendra Singh
摘要
Abstract Neuromarketing 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.
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