Nöropazarlama: 2013–2022 Bibliyometrik Analizi

Abstract

Neuromarketing is a marketing method by finding its use in the field of neurology, which is neuroscience, and adapting this method into marketing has become a topic of growing interest for both businesses and researchers. The aim of the paper within this framework İS to analyze articles published on neuromarketing on the Web of Science (WOS) site. This study aims to examine the trends in literature related to the field of neuromarketing. The results are restricted by English language, 2013 and 2022 time period and type of the documents are article. The study uses filters to conduct a descriptive analysis of 165 papers on neuromarketing, looking at the year of publication, the author's name, the journal with the most published research, nation analysis of publications, keywords, related fields, and citation frequency. The results show that Europe is at the forefront of the field. The country which heavily involved in neuromarketing research is Switzerland. Regarding the analysed articles the most used keywords are, other than neuromarketing, brain, attention and responses. Likewise, the most popular journal for neuromarketing article is Frontiers in Psychology.

Keywords

• Nöropazarlama
• Pazarlama
• Pazarlama Araştırması

Neuromarketing: Bibliometric Analysis 2013–2022

Abstract

Neuromarketing is a marketing method by finding its use in the field of neurology, which is neuroscience, and adapting this method into marketing has become a topic of growing interest for both businesses and researchers. The aim of the paper within this framework İS to analyze articles published on neuromarketing on the Web of Science (WOS) site. This study aims to examine the trends in literature related to the field of neuromarketing. The results are restricted by English language, 2013 and 2022 time period and type of the documents are article. The study uses filters to conduct a descriptive analysis of 165 papers on neuromarketing, looking at the year of publication, the author's name, the journal with the most published research, nation analysis of publications, keywords, related fields, and citation frequency. The results show that Europe is at the forefront of the field. The country which heavily involved in neuromarketing research is Switzerland. Regarding the analysed articles the most used keywords are, other than neuromarketing, brain, attention and responses. Likewise, the most popular journal for neuromarketing article is Frontiers in Psychology.

Keywords

• Neuromarketing
• Marketing
• Marketing Research

References

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