IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i24p7094-d296631.html
   My bibliography  Save this article

Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth

Author

Listed:
  • Mihaela Constantinescu

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Andreea Orindaru

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Andreea Pachitanu

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Laura Rosca

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Stefan-Claudiu Caescu

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Mihai Cristian Orzan

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

Abstract

The current era has brought about major changes in the way people connect to each other, and social media is a major pillar of this change. In this new communication and connecting environment, companies are under pressure to constantly adapt and become present on platforms where their customers are while being sustainable and profitable in the long run. On the other hand, traditional marketing research challenges have led to the expansion of new research approaches like neuromarketing as a means to gather the most accurate data ever from customers. When referring to how we can use neuromarketing research within the social media context, the current paper aims to fill a gap in the current literature: Using neuromarketing research in social media while taking into consideration both companies’ purposes and customers’ sought-after benefits. This aim is achieved through two pieces of research that shed light on a model where these purposes are matched with the corresponding benefits, showing the degree of acceptability of four major neuromarketing applications. This model is a stepping stone towards discovering how social media neuromarketing research can be a pillar of sustainable business communication as part of the broader perspective of sustainability in terms of business growth.

Suggested Citation

  • Mihaela Constantinescu & Andreea Orindaru & Andreea Pachitanu & Laura Rosca & Stefan-Claudiu Caescu & Mihai Cristian Orzan, 2019. "Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth," Sustainability, MDPI, vol. 11(24), pages 1-21, December.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:24:p:7094-:d:296631
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/24/7094/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/11/24/7094/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hubert, Mirja, 2010. "Does neuroeconomics give new impetus to economic and consumer research?," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 812-817, October.
    2. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    3. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    4. Alt Mónika Anetta & Pál Zsuzsa & Seer László, 2012. "Using The Theory Of Technology Acceptance Model To Explain Teenagers' Adoption Of Smartphones In Transylvania," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    5. Estela Marine-Roig & Salvador Anton Clave, 2015. "A Method for Analysing Large-Scale UGC Data for Tourism: Application to the Case of Catalonia," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 3-17, Springer.
    6. Hanna, Richard & Rohm, Andrew & Crittenden, Victoria L., 2011. "We're all connected: The power of the social media ecosystem," Business Horizons, Elsevier, vol. 54(3), pages 265-273, May.
    7. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    8. Silvester Ivanaj & Vera Ivanaj & Rabi Kar, 2016. "Emerging Dynamics of Sustainability in Multinational Enterprises," Post-Print hal-01512876, HAL.
    9. Dijana Cosic, 2016. "Neuromarketing in market research," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 14(2), pages 139-147.
    10. Steven J. Stanton & Walter Sinnott-Armstrong & Scott A. Huettel, 2017. "Neuromarketing: Ethical Implications of its Use and Potential Misuse," Journal of Business Ethics, Springer, vol. 144(4), pages 799-811, September.
    11. H. Henry Cao & Bing Han & David Hirshleifer & Harold H. Zhang, 2011. "Fear of the Unknown: Familiarity and Economic Decisions," Review of Finance, European Finance Association, vol. 15(1), pages 173-206.
    12. Leon Zurawicki, 2010. "Exploring the Brain," Springer Books, in: Neuromarketing, chapter 0, pages 1-53, Springer.
    13. Gountas, John & Gountas, Sandra & Ciorciari, Joseph & Sharma, Piyush, 2019. "Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages," Journal of Business Research, Elsevier, vol. 105(C), pages 121-135.
    14. Silviu Gabriel Szentesi, 2017. "Book review ? “Ethics and Neuromarketing: Implications for Market Research and Business Practice”," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(46), pages 918-918, August.
    15. Nicolae Al. Pop & Dan-Cristian Dabija & Ana Maria Iorga, 2014. "Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research – a Global Exploratory Approach," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 1-26, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Leiyan Shen & Jianwei Qian & Sandy C. Chen, 2020. "Effective Communication Strategies of Sustainable Hospitality: A Qualitative Exploration," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    2. Alina Mirela TEACU PARINCU, 2023. "Neuromanagement – A New Oportunity for the Romanian Business Environment," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 121-126.
    3. Yan Chen & Zijin Wang & Jaime Ortiz, 2023. "A Sustainable Digital Ecosystem: Digital Servitization Transformation and Digital Infrastructure Support," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    4. Catalin DUMITRESCU & Matei DUMITRESCU, 2021. "Neuromarketing - A Scientific Tool To Handle Consumer Brain Information," Internal Auditing and Risk Management, Athenaeum University of Bucharest, vol. 61(1), pages 39-53, March.
    5. Axel Jacob & Frank Teuteberg, 2020. "Towards a Taxonomy for Design Options of Social Networking Technologies in Sustainable Business Models," Sustainability, MDPI, vol. 13(1), pages 1-19, December.
    6. Mihai Țichindelean & Monica Teodora Țichindelean & Iuliana Cetină & Gheorghe Orzan, 2021. "A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design," Sustainability, MDPI, vol. 13(18), pages 1-31, September.
    7. Jose Ramon Saura & Pedro Palos-Sanchez & Beatriz Rodríguez Herráez, 2020. "Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies," Sustainability, MDPI, vol. 12(3), pages 1-5, January.
    8. Manuel Joaquim de Sousa Pereira & António Cardoso & Ana Canavarro & Jorge Figueiredo & Jorge Esparteiro Garcia, 2023. "Digital Influencers’ Attributes and Perceived Characterizations and Their Impact on Purchase Intentions," Sustainability, MDPI, vol. 15(17), pages 1-17, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bastos, Wilson, 2020. "“Speaking of Purchases”: How Conversational Potential Determines Consumers' Willingness to Exert Effort for Experiential Versus Material Purchases," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 1-16.
    2. Veronica Scuotto & Manlio Del Giudice & Elias G. Carayannis, 2017. "The effect of social networking sites and absorptive capacity on SMES’ innovation performance," The Journal of Technology Transfer, Springer, vol. 42(2), pages 409-424, April.
    3. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    4. Drago Ruzic & Antun Bilos & Filip Radulovic, 2018. "Preliminary Study Of Personal Marketing In The Digital Environment: Attributes And Perception Of Internet Users In Croatia," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 27(1), pages 209-229, june.
    5. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    6. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    7. Jooyoung Hwang & Anita Eves & Jason L. Stienmetz, 2021. "The Impact of Social Media Use on Consumers’ Restaurant Consumption Experiences: A Qualitative Study," Sustainability, MDPI, vol. 13(12), pages 1-33, June.
    8. Ferrell, Linda & Ferrell, O.C., 2012. "Redirecting direct selling: High-touch embraces high-tech," Business Horizons, Elsevier, vol. 55(3), pages 273-281.
    9. Paul M. Gangi & Allen C. Johnston & James L. Worrell & Samuel C. Thompson, 0. "What could possibly go wrong? A multi-panel Delphi study of organizational social media risk," Information Systems Frontiers, Springer, vol. 0, pages 1-20.
    10. Nicolai Pogrebnyakov, 2017. "A Cost-Based Explanation of Gradual, Regional Internationalization of Multinationals on Social Networking Sites," Management International Review, Springer, vol. 57(1), pages 37-64, February.
    11. Martín-Rojas, Rodrigo & García-Morales, Victor J. & Garrido-Moreno, Aurora & Salmador-Sánchez, Maria Paz, 2021. "Social Media Use and the Challenge of Complexity: Evidence from the Technology Sector," Journal of Business Research, Elsevier, vol. 129(C), pages 621-640.
    12. Paola Ramassa & Costanza Di Fabio, 2016. "Web-Based Financial Reporting: An Interpretative Model for Corporate Communications on Social Media," FINANCIAL REPORTING, FrancoAngeli Editore, vol. 2016(2), pages 79-112.
    13. Chae, Bongsug (Kevin) & McHaney, Roger & Sheu, Chwen, 2020. "Exploring social media use in B2B supply chain operations," Business Horizons, Elsevier, vol. 63(1), pages 73-84.
    14. Scuotto, Veronica & Del Giudice, Manlio & Peruta, Maria Rosaria della & Tarba, Shlomo, 2017. "The performance implications of leveraging internal innovation through social media networks: An empirical verification of the smart fashion industry," Technological Forecasting and Social Change, Elsevier, vol. 120(C), pages 184-194.
    15. Efosa Carroll Idemudia & Mahesh S. Raisinghani & Olusola Samuel-Ojo, 0. "The contributing factors of continuance usage of social media: An empirical analysis," Information Systems Frontiers, Springer, vol. 0, pages 1-14.
    16. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    17. Lei, Lijun (Gillian) & Li, Yutao & Luo, Yan, 2019. "Production and dissemination of corporate information in social media: A review," Journal of Accounting Literature, Elsevier, vol. 42(C), pages 29-43.
    18. Paniagua, Jordi & Sapena, Juan, 2014. "Business performance and social media: Love or hate?," Business Horizons, Elsevier, vol. 57(6), pages 719-728.
    19. Efosa Carroll Idemudia & Mahesh S. Raisinghani & Olusola Samuel-Ojo, 2018. "The contributing factors of continuance usage of social media: An empirical analysis," Information Systems Frontiers, Springer, vol. 20(6), pages 1267-1280, December.
    20. Lin, Hsin-Chen & Bruning, Patrick F. & Swarna, Hepsi, 2018. "Using online opinion leaders to promote the hedonic and utilitarian value of products and services," Business Horizons, Elsevier, vol. 61(3), pages 431-442.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:24:p:7094-:d:296631. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.