Nöropazarlama: 2013–2022 Bibliyometrik Analizi

Öz

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.

Anahtar Kelimeler

• Nöropazarlama
• Pazarlama
• Pazarlama Araştırması

Neuromarketing: Bibliometric Analysis 2013–2022

Öz

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.

Anahtar Kelimeler

• Neuromarketing
• Marketing
• Marketing Research

Kaynakça

1. Alsharif, A. H. (2020). Neuromarketing Approach: An Overview and Future Research Directions. . Journal of Theoretical and Applied Information Technology, 98(7): p. 991-1001.
2. Bechara, A., Damasio, H., & Damasio, A. R. (2000). Emotion, decision making and the orbitofrontal cortex. 10(3):295-307.
3. Bercea, M. D. (2013). Anatomy of methodologies for measuring consumer behavior in neuromarketing research. LCBR European Marketing Conference, (pp. Volume: ISSN: 2190-7935). Munich.
4. Cherubino, P., Trettel , A., Mancini , M., Rossi, D., Modica, E., Di Flumeri, G., . . . Martinez-Levy, A. (2019). Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future. Computational Intelligence and Neuroscience, 41.
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6. Eduardo, O., Camargo, S., & Acero, F. (2016). Master’s thesis. El neuromarketing como herramienta administrativa en Colombia.
7. Genco, S. J., Pohlmann, A. P., & Steidl, P. (2013). Neuromarketing for dummies. John Wiley & Sons.
8. Gill, R., & Singh, J. (2022). A study of neuromarketing techniques for proposing cost effective. Materials Today: Proceedings, 2969–2981.

9. Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour: An International Research Review, 7(4-5), 272-292.
10. I.Ziegler, S. (2018). Positron Emission Tomography: Principles, Technology, and Recent Developments. Nuclear Physics A, Volume 752, 679-687.
11. JesusMartínez-Navarro, Torrecilla, C., Bigne, E., Guixeresc, J., & Alcañiz, M. (2019). The influence of virtual reality in e-commerce. Journal of Business Research, 475-482.
12. Kumar, H. (2016). Neuromarketing: a new agenda for marketing researches with particular reference to eye tracking. International Journal of Core Engineering and Management, vol. 3, no. 2,.
13. Lee, N., Broderick, A. J., & Chamberlain, L. (2006). What is ‘neuromarketing’? A discussion. International Journal of Psychophysiology, 200-204.
14. Stanton, S. J., Sinnott-Armstrong, W., & Huettel , S. A. (2017). Neuromarketing: Ethical implications of its use. Journal of Business Ethics, 144(4), 799-811.
15. Ueda, K., & Wolf, A. (2021). Contribution of Eye-Tracking to Study Cognitive Impairments Among Clinical Populations. FRONTIERS IN PSYCHOLOGY.