IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2019i1p350-356.html
   My bibliography  Save this article

Assessing the applicability of neuromarketing tools in online social networks from a business perspective

Author

Listed:
  • Laura Daniela RoÈ™ca (Tănase)

    (The Bucharest University of Economic Studies)

  • Mihaela Constantinescu

    (The Bucharest University of Economic Studies)

  • Ștefan-Claudiu Căescu

    (The Bucharest University of Economic Studies)

  • Mihai-Cristian Orzan

    (The Bucharest University of Economic Studies)

Abstract

Online migration characterizes both consumers and the business environment, which makes us see the integration of new technologies in this virtual environment as a natural development. User behavior requires additional efforts for technology adaptability, so integration does not seem to be forced, but the usefulness of such an immersion is felt by all companies, that want to have as much information about consumers as possible and monetize it in their strategy, by building up the most relevant products/services and communication campaigns. This is also the purpose of this article, which includes the results of a quantitative research among business representatives to assess their perception of the use of neuromarketing applications in online social networks. Although several apps were evaluated individually, the study indicates a high degree of utility for eye tracking and face coding, two methods through which companies can see the network users' direct and unaltered response to incoming messages.

Suggested Citation

  • Laura Daniela RoÈ™ca (Tănase) & Mihaela Constantinescu & Ștefan-Claudiu Căescu & Mihai-Cristian Orzan, 2019. "Assessing the applicability of neuromarketing tools in online social networks from a business perspective," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 350-356, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2019:i:1:p:350-356
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2019/ETIMM_V01_2019_118.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    marketing research; consumer behavior; neuromarketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:aes:jetimm:v:1:y:2019:i:1:p:350-356. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    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.