IDEAS home Printed from https://ideas.repec.org/a/bal/journl/2256-07422017851.html
   My bibliography  Save this article

Scientometric Analysis Of Scientific Literature On Neuromarketing Tools In Advertising

Author

Listed:
  • Lina PilelienÄ—

    (Vytautas Magnus University, Lithuania)

  • Ahmed H. Alsharif

    (Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia (UTM), Malaysia)

  • Ibrahim Bader Alharbi

    (Applied College in Madinah, Taibah University, Saudi Arabia)

Abstract

Neuromarketing (NM) is a relatively new area of marketing that involves innovative technological changes in the marketing research process and the tools and methods used. Considering the novelty of the domain, the subject of the study is chosen to be articles published in scientific literature describing neuromarketing tools used in advertising. This study examined articles in the field of advertising that used neuromarketing techniques to measure consumers' neural and physiological responses to advertising, which has not yet been covered in the literature. Methodology. To fill the gap in the literature, the authors, guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, selected relevant articles and conducted a bibliometric analysis to identify global trends and developments in the field of advertising and neuromarketing. From the Web of Science (WoS) database, 41 articles published between 2009 and 2020 were extracted and analyzed. Purpose of the study was to establish a background for advertising research based on the application of NM tools. The findings revealed that Spain was the most productive country with eleven papers published in a domain of advertising research, followed by Italy and the USA with eight and seven papers, respectively. Among academic institutions, Sapienza University Rome was recognized as the leading academic organization with three articles. As for the most productive journals, Frontiers in Psychology was the most cited journal with eight articles and 29 total citations (TC). As the highest productive author, Babiloni, F. with two papers and 68 TCs by 2020 was identified. Keyword analysis showed that "advertising" (27 occurrences and 127 total references) is the most frequently used keyword. The analysis of co-occurrence of keywords showed that NM focused on marketing research such as advertising (12 occurrences, 63 total link strength (TLS)), followed by brain processes such as attention, emotions and memory. The paper titled "Neuromarketing: The new science of consumer behavior" was the most-cited paper with 152 TCs. Conclusion of the study. This study presents a brief overview of the latest universal areas of neuromarketing and advertising research. The findings suggest that neuroscientific methods and techniques are extremely important for mapping consumers' neural and physiological responses to advertising.

Suggested Citation

  • Lina PilelienÄ— & Ahmed H. Alsharif & Ibrahim Bader Alharbi, 2022. "Scientometric Analysis Of Scientific Literature On Neuromarketing Tools In Advertising," Baltic Journal of Economic Studies, Publishing house "Baltija Publishing", vol. 8(5).
    • Handle: RePEc:bal:journl:2256-0742:2017:8:5:1
    DOI: 10.30525/2256-0742/2022-8-5-1-12
    as

    Download full text from publisher

    File URL: http://www.baltijapublishing.lv/index.php/issue/article/view/1973/1982
    Download Restriction: no
    File URL: http://www.baltijapublishing.lv/index.php/issue/article/view/1973
    Download Restriction: no
    File URL: https://libkey.io/10.30525/2256-0742/2022-8-5-1-12?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.
    2. S. Ravikumar & Ashutosh Agrahari & S. N. Singh, 2015. "Mapping the intellectual structure of scientometrics: a co-word analysis of the journal Scientometrics (2005–2010)," Scientometrics, Springer;Akadémiai Kiadó, vol. 102(1), pages 929-955, January.
    3. Viktorija GRIGALIUNAITE & Lina PILELIENE, 2016. "Emotional Or Rational? The Determination Of The Influence Of Advertising Appeal On Advertising Effectiveness," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 63(3), pages 391-414, November.
    4. 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.
    5. Smidts, A., 2002. "Kijken in het brein: Over de mogelijkheden van neuromarketing," ERIM Inaugural Address Series Research in Management 308, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..
    Full references (including those not matched with items on IDEAS)

    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. Ahmed H. Alsharif & Nor Zafir Md Salleh & Mazilah Abdullah & Ahmad Khraiwish & Azmirul Ashaari, 2023. "Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda," SAGE Open, , vol. 13(1), pages 21582440231, February.
    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. Zhao Qu & Shanshan Zhang & Chunbo Zhang, 2017. "Patent research in the field of library and information science: Less useful or difficult to explore?," Scientometrics, Springer;Akadémiai Kiadó, vol. 111(1), pages 205-217, April.
    4. Marcin Lewicki & Robert Romanowski, 2016. "Społeczne uwarunkowania stosowania metod neuromarketingowych w założeniach ekonomii behawioralnej," Collegium of Economic Analysis Annals, Warsaw School of Economics, Collegium of Economic Analysis, issue 40, pages 257-272.
    5. Yang, Siluo & Han, Ruizhen & Wolfram, Dietmar & Zhao, Yuehua, 2016. "Visualizing the intellectual structure of information science (2006–2015): Introducing author keyword coupling analysis," Journal of Informetrics, Elsevier, vol. 10(1), pages 132-150.
    6. Carlos Olmeda-Gómez & Maria-Antonia Ovalle-Perandones & Antonio Perianes-Rodríguez, 2017. "Co-word analysis and thematic landscapes in Spanish information science literature, 1985–2014," Scientometrics, Springer;Akadémiai Kiadó, vol. 113(1), pages 195-217, October.
    7. 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.
    8. Marie Katsurai & Shunsuke Ono, 2019. "TrendNets: mapping emerging research trends from dynamic co-word networks via sparse representation," Scientometrics, Springer;Akadémiai Kiadó, vol. 121(3), pages 1583-1598, December.
    9. Hao Wang & Sanhong Deng & Xinning Su, 2016. "A study on construction and analysis of discipline knowledge structure of Chinese LIS based on CSSCI," Scientometrics, Springer;Akadémiai Kiadó, vol. 109(3), pages 1725-1759, December.
    10. Liu, Zhenfeng & Feng, Jian & Uden, Lorna, 2023. "Technology opportunity analysis using hierarchical semantic networks and dual link prediction," Technovation, Elsevier, vol. 128(C).
    11. Aliakbar Pourhatami & Mohammad Kaviyani-Charati & Bahareh Kargar & Hamed Baziyad & Maryam Kargar & Carlos Olmeda-Gómez, 2021. "Mapping the intellectual structure of the coronavirus field (2000–2020): a co-word analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(8), pages 6625-6657, August.
    12. Sung Kim & Derek Hansen & Richard Helps, 2018. "Computing research in the academy: insights from theses and dissertations," Scientometrics, Springer;Akadémiai Kiadó, vol. 114(1), pages 135-158, January.
    13. Yang, Zaoli & Zhang, Weijian & Yuan, Fei & Islam, Nazrul, 2021. "Measuring topic network centrality for identifying technology and technological development in online communities," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    14. Nihan TOMRİS KÜÇÜN & Emel GÖNENÇ GÜLER, 2021. "Examination of Consumer Purchase Decisions via Neuromarketing Methods: A Social Psychology Approach," Prizren Social Science Journal, SHIKS, vol. 5(2), pages 14-29, August.
    15. Faraji, Omid & Ezadpour, Mostafa & Rahrovi Dastjerdi, Alireza & Dolatzarei, Ehsan, 2022. "Conceptual structure of balanced scorecard research: A co-word analysis," Evaluation and Program Planning, Elsevier, vol. 94(C).
    16. Blanca De-Miguel-Molina & Scott W. Cunningham & Fernando Palop, 2017. "Analyzing Funding Patterns and Their Evolution in Two Medical Research Topics," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 14(02), pages 1-39, April.
    17. O. Mryglod & Yu. Holovatch & R. Kenna & B. Berche, 2016. "Quantifying the evolution of a scientific topic: reaction of the academic community to the Chornobyl disaster," Scientometrics, Springer;Akadémiai Kiadó, vol. 106(3), pages 1151-1166, March.
    18. Okto Irianto & Tini Adiatma, 2023. "Financial Sustainability Publication Trend: A Bibliometric Study," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, September.
    19. Emilio Abad-Segura & Francisco Joaquín Cortés-García & Luis J. Belmonte-Ureña, 2019. "The Sustainable Approach to Corporate Social Responsibility: A Global Analysis and Future Trends," Sustainability, MDPI, vol. 11(19), pages 1-24, September.
    20. Chin-Ling Lee & Robert Strong & Kim E. Dooley, 2021. "Analyzing Precision Agriculture Adoption across the Globe: A Systematic Review of Scholarship from 1999–2020," Sustainability, MDPI, vol. 13(18), pages 1-15, September.

    More about this item

    Keywords

    advertising; bibliometric analysis; marketing; neuromarketing; WoS database;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    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:bal:journl:2256-0742:2017:8:5:1. 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: Anita Jankovska (email available below). General contact details of provider: .

    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.