IDEAS home Printed from https://ideas.repec.org/a/aic/saebjn/v69y2022i3p393-415n5.html
   My bibliography  Save this article

Current Trends in the Application of EEG in Neuromarketing: A Bibliometric Analysis

Author

Listed:
  • Ahmed Alsharif

    (Universiti Teknologi Malaysia)

  • Nor Zafir Md Salleh

    (Universiti Teknologi Malaysia)

  • Lina PilelienÄ—

    (Vytautas Magnus University)

  • Alhamzah F. Abbas

    (Universiti Teknologi Malaysia)

  • Javed Ali

    (Sukkur IBA University)

Abstract

Despite several neuroscience tools existing, electroencephalography (EEG) is the most used and favoured tool among researchers because of its relatively low cost and high temporal resolution. Our study aimed to identify the global academic research trends of the empirical EEG studies in neuromarketing. This paper adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to identify relevant articles. A bibliometric analysis software (VOSviewer) was used to evaluate thirty open-access articles found in the Scopus database between 2016 and 2020. We found that the USA is the most productive country with five research articles that used the EEG tool in marketing studies, followed by Australia, Italy, and Malaysia with three articles each. According to the most prolific journals in neuromarketing, it has been found that Frontiers in Neuroscience journal (CiteScore 5.4) is the most prolific journal with two articles and 25 total citations, followed by Scientific reports (CiteScore 7.1) with two articles and eighteen total citations, which lead us to infer that the publications’ number does not necessarily reflect the citations’ number. The study provides a profound and comprehensive overview of academic research that used EEG in marketing research.

Suggested Citation

  • Ahmed Alsharif & Nor Zafir Md Salleh & Lina PilelienÄ— & Alhamzah F. Abbas & Javed Ali, 2022. "Current Trends in the Application of EEG in Neuromarketing: A Bibliometric Analysis," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 69(3), pages 393-415, August.
    • Handle: RePEc:aic:saebjn:v:69:y:2022:i:3:p:393-415:n:5
    as

    Download full text from publisher

    File URL: http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1755
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kent Baker, H. & Pandey, Nitesh & Kumar, Satish & Haldar, Arunima, 2020. "A bibliometric analysis of board diversity: Current status, development, and future research directions," Journal of Business Research, Elsevier, vol. 108(C), pages 232-246.
    2. Ahmed H. Alsharif & Nor Zafir Md Salleh & Rohaizat Baharun & Alharthi Rami Hashem E & Aida Azlina Mansor & Javed Ali & Alhamzah F. Abbas, 2021. "Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes," Sustainability, MDPI, vol. 13(11), pages 1-25, June.
    3. Alhamzah F. Abbas & Ahmad Jusoh & Adaviah Mas’od & Ahmed H. Alsharif & Javed Ali, 2022. "Bibliometrix analysis of information sharing in social media," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2016556-201, December.
    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. Ahmed H. Alsharif & Lina Pileliene, 2023. "A Bibliometric Analysis Of Human Hormones In Consumer Neuroscience And Human Behavior Research: Trends And Insights With Implications For Marketing," Baltic Journal of Economic Studies, Publishing house "Baltija Publishing", vol. 9(5).

    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. Lu, Yun & Ntim, Collins G. & Zhang, Qingjing & Li, Pingli, 2022. "Board of directors’ attributes and corporate outcomes: A systematic literature review and future research agenda," International Review of Financial Analysis, Elsevier, vol. 84(C).
    2. Noora Alzayed & Bernardo Batiz-Lazo & Rasol Eskandari, 2023. "Does Board Diversity Mitigate Risk? The Effect of Homophily and Social Ties on Risk-Taking in Financial Institutions," Papers 23006, Working Papers of Business and Economics School. Anahuac University (Mexico)..
    3. Al-Najjar, Basil & Salama, Aly, 2022. "Mind the gap: Are female directors and executives more sensitive to the environment in high-tech us firms?," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    4. Lu, Li & Norder, Kurt A. & Sawhney, Aman & Emich, Kyle J., 2023. "Setting the programmatic agenda: A comprehensive bibliometric overview of team mechanism research," Journal of Business Research, Elsevier, vol. 154(C).
    5. Shome, Samik & Hassan, M. Kabir & Verma, Sushma & Panigrahi, Tushar Ranjan, 2023. "Impact investment for sustainable development: A bibliometric analysis," International Review of Economics & Finance, Elsevier, vol. 84(C), pages 770-800.
    6. V. Khandelwal & P. Tripathi & V. Chotia & Mohit Srivastava & P. Sharma & S. Kalyani, 2023. "Examining the Impact of Agency Issues on Corporate Performance: A Bibliometric Analysis," Post-Print hal-04435517, HAL.
    7. Maslinawati Mohamad & Noor Raida Abd Rahman & Hairul Suhaimi Nahar & Coky Fauzi Alfi, 2023. "What Can We Glean from the Past Seven Decades of Voluntary Carbon Emissions Disclosure Research?," International Journal of Energy Economics and Policy, Econjournals, vol. 13(5), pages 83-97, September.
    8. Andrés Martínez-Medina & Sonia Morales-Calvo & Vicenta Rodríguez-Martín & Víctor Meseguer-Sánchez & Valentín Molina-Moreno, 2022. "Sixteen Years since the Convention on the Rights of Persons with Disabilities: What Have We Learned since Then?," IJERPH, MDPI, vol. 19(18), pages 1-21, September.
    9. Samira FRIOUI & Amel GRAA, 2024. "Bibliometric Analysis of Artificial Intelligence in the Scope of E-Commerce: Trends and Progress over the Last Decade," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 9(1), pages 5-24, February.
    10. Khan, Ashraf & Goodell, John W. & Hassan, M. Kabir & Paltrinieri, Andrea, 2022. "A bibliometric review of finance bibliometric papers," Finance Research Letters, Elsevier, vol. 47(PA).
    11. Ketan Bhatt & Claudia Seabra & Sunil Kumar Kabia & Kumar Ashutosh & Amit Gangotia, 2022. "COVID Crisis and Tourism Sustainability: An Insightful Bibliometric Analysis," Sustainability, MDPI, vol. 14(19), pages 1-23, September.
    12. Stamatios K. Chrysikopoulos & Panos T. Chountalas & Dimitrios A. Georgakellos & Athanasios G. Lagodimos, 2024. "Green Certificates Research: Bibliometric Assessment of Current State and Future Directions," Sustainability, MDPI, vol. 16(3), pages 1-45, January.
    13. Lina Pilelienė & Giedrius Jucevičius, 2023. "A Decade of Innovation Ecosystem Development: Bibliometric Review of Scopus Database," Sustainability, MDPI, vol. 15(23), pages 1-26, November.
    14. Bhattacharya, Sourabh & Govindan, Kannan & Ghosh Dastidar, Surajit & Sharma, Preeti, 2024. "Applications of artificial intelligence in closed-loop supply chains: Systematic literature review and future research agenda," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 184(C).
    15. Meiling Yin & Hanna Choi & Eun-Ju Lee, 2022. "Can Climate Change Awaken Ecological Consciousness? A Neuroethical Approach to Green Consumption," Sustainability, MDPI, vol. 14(22), pages 1-17, November.
    16. Pereira, Vijay & Bamel, Umesh & Temouri, Yama & Budhwar, Pawan & Del Giudice, Manlio, 2023. "Mapping the evolution, current state of affairs and future research direction of managing cross-border knowledge for innovation," International Business Review, Elsevier, vol. 32(2).
    17. Lambert Kofi Osei & Yuliya Cherkasova & Kofi Mintah Oware, 2023. "Unlocking the full potential of digital transformation in banking: a bibliometric review and emerging trend," Future Business Journal, Springer, vol. 9(1), pages 1-18, December.
    18. Jiang, Yiqi & Jiang, Zhou & Chen, Zhijun, 2024. "Women entrepreneurship in China: A bibliometric literature review and future research agenda," Journal of Business Research, Elsevier, vol. 179(C).
    19. Abdalwali Lutfi & Akif Lutfi Al-Khasawneh & Mohammed Amin Almaiah & Ahmad Farhan Alshira’h & Malek Hamed Alshirah & Adi Alsyouf & Mahmaod Alrawad & Ahmad Al-Khasawneh & Mohamed Saad & Rommel Al Ali, 2022. "Antecedents of Big Data Analytic Adoption and Impacts on Performance: Contingent Effect," Sustainability, MDPI, vol. 14(23), pages 1-23, November.
    20. Dharmani, Pranav & Das, Satyasiba & Prashar, Sanjeev, 2021. "A bibliometric analysis of creative industries: Current trends and future directions," Journal of Business Research, Elsevier, vol. 135(C), pages 252-267.

    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:aic:saebjn:v:69:y:2022:i:3:p:393-415:n:5. 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: Sireteanu Napoleon-Alexandru (email available below). General contact details of provider: https://edirc.repec.org/data/feaicro.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.