A global research trends of neuromarketing: 2015-2020

IF 1.3 Q2 COMMUNICATION Revista de Comunicacion-Peru Pub Date : 2022-03-18 DOI:10.26441/rc21.1-2022-a1

Ahmed H. Alsharif, Nor Zafir Md. Salleh, Rohaizat Baharun, Hassan Abuhassna

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引用次数: 25

Abstract

ABSTRACT: The growth interesting in discovering the consumers’ behaviours, emotional and cognitive processes in marketing research have led to an increasing number of publications. This paper evaluates the global research trends in the neuromarketing/consumer neuroscience domain based on the most productive journals, countries, institutions, authors, the number of documents and citations. This paper was structured based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework in selecting all relevant documents for this bibliometric study. A total of 119 documents have been extracted and analysed from the Scopus database. The findings revealed that Spain is the leading country in this field of research with 21 publications, and the most productive institution was Universidad Complutense de Madrid, with seven documents. In addition, Ma, Q. is the most prolific author with four publications and 11 citations. Interestingly, although Frontiers in Psychology is the most productive journal with 11 publications, the Comunicar journal has the highest average citation per item. Keywords and citation analysis are highly significant to know the most impactful documents and words in neuromarketing. For example, EEG (18 occurrences and 43 total link strength) mean EEG occurrence 22 times, and total link strength for these occurrences are 43 links with neuromarketing theme. Chew L.H. et al., have published the most cited document with 27 citations. We believe that our study will provide a comprehensive overview of global trends in the neuromarketing domain.

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全球神经营销研究趋势：2015-2020

摘要：在市场营销研究中，人们对发现消费者行为、情绪和认知过程越来越感兴趣，这导致了越来越多的出版物。本文根据最具生产力的期刊、国家、机构、作者、文献数量和引文，评估了神经营销/消费者神经科学领域的全球研究趋势。本文的结构基于系统评价和荟萃分析的首选报告项目（PRISMA）框架，为本文献计量研究选择了所有相关文件。Scopus数据库共提取和分析了119份文件。研究结果显示，西班牙是这一研究领域的领先国家，出版了21本出版物，其中产量最高的机构是马德里综合大学，有7本文件。此外，马是最多产的作家，发表了4篇文章，被引用了11次。有趣的是，尽管《心理学前沿》是产量最高的期刊，共有11篇出版物，但《通讯》杂志的每项平均引用量最高。关键词和引文分析对于了解神经营销中最具影响力的文献和词语具有重要意义。例如，EEG（18次出现，43个总链接强度）平均EEG出现22次，这些出现的总链接强度是43个具有神经营销主题的链接。Chew L.H.等人发表了引用次数最多的文献，共有27次引用。我们相信，我们的研究将全面概述神经营销领域的全球趋势。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Revista de Comunicacion-Peru COMMUNICATION-

CiteScore

2.70

自引率

14.30%

发文量

审稿时长

24 weeks

期刊介绍： The Revista de Comunicación is an academic journal of the School of Communication of the Universidad de Piura. The publication aims to disseminate material of high theoretical, philosophical, methodological and empirical quality, on issues of communication developed in both the academic and professional field. The editorial criterion that leads the publication is the knowledge acquired through research on communication issues and their practice. The content and selection criteria of the articles in the publication agree with the purposes that inspire the Guiding Principles of the Universidad de Piura. It is aimed at academics, scientists, information professionals, the communication industry, and students of Communication Faculties. Revista de Comunicación is a non-profit project. It does not pay the authors, nor does it charge for the costs of processing the articles and nor for their publication. The journal provides immediate Open Access to its printed and digital content.