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A Comprehensive Bibliometric Analysis of fNIRS and fMRI Technology in Neuromarketing

Author

Listed:
  • Ahmed Alsharif

    (Faculty of Azman Hashim International Business School, Universiti Teknologi Malaysia, Malaysia)

  • Nor Zafir Md. Salleh

    (Faculty of Azman Hashim International Business School, Universiti Teknologi Malaysia, Malaysia)

  • Lina PilelienÄ—

    (Faculty of Economics and Management, Vytautas Magnus University, Lithuania)

Abstract

The aim of this study is to perform a comprehensive bibliometric analysis of functional near-infrared spectroscopy (fNIRS) and functional magnetic resonance imaging (fMRI) tools. To achieve this aim, we adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol and bibliometric analysis (VOSviewer) for extracting the relevant papers (articles and reviews) from the Scopus database between 2002 and 2022. A total of 86 papers were included in the analysis. The results showed an increasing trend in publications over the years—the top countries in terms of publication outcome were the United States, Germany, Spain, and Australia. The analysis also identified the most influential authors and institutions in the field. In addition, we analyzed the most frequently cited articles, journals, and keywords related to fNIRS and fMRI tools. This bibliometric analysis provides insights into the current state of research on fNIRS and fMRI tools. It also provides insights into the direction of future research in this field. In this study, we will provide general insights and details about current trends in neuromarketing research using fNIRS and fMRI.

Suggested Citation

  • Ahmed Alsharif & Nor Zafir Md. Salleh & Lina PilelienÄ—, 2023. "A Comprehensive Bibliometric Analysis of fNIRS and fMRI Technology in Neuromarketing," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 70(3), pages 459-472, September.
    • Handle: RePEc:aic:saebjn:v:70:y:2023:i:3:p:459-472:n:6
    DOI: 10.47743/saeb-2023-0031
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    Cited by:

    1. Ahmed H. Alsharif & Junhai Wang & Salmi Mohd Isa & Nor Zafir Md Salleh & Husam Azzawi Dawas & Mohammed H. Alsharif, 2025. "The synergy of neuromarketing and artificial intelligence: A comprehensive literature review in the last decade," Future Business Journal, Springer, vol. 11(1), pages 1-30, December.
    2. Ahmed H. Alsharif & Salmi Mohd Isa, 2024. "Revolutionizing consumer insights: the impact of fMRI in neuromarketing research," Future Business Journal, Springer, vol. 10(1), pages 1-26, December.
    3. Junhai Wang & Ahmed H. Alsharif & Norzalita Abd Aziz & Ahmad Khraiwish & Nor Zafir Md Salleh, 2024. "Neuro-Insights in Marketing Research: A PRISMA-Based Analysis of EEG Studies on Consumer Behavior," SAGE Open, , vol. 14(4), pages 21582440241, December.
    4. Chin-Yi Fang & Ya-Ping Chang & Tai-Ning Yang & Ying-Chen Lo, 2025. "Using the Elaboration Likelihood Model to Identify the Optimum Facebook Video Marketing Strategy for Travel Agencies," SAGE Open, , vol. 15(3), pages 21582440251, August.

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