In the past decade, neurophysiological and physiological tools have been used to explore
consumer behaviour toward advertising. The studies into brain processes (eg, emotions …

The neuromarketing phenomenon has led to a makeover in the marketing area, and its
application in the business world has generated a better insight into understanding diverse …

In an era dominated by digital interactions and data-driven decision-making, the influence of
Artificial Intelligence (AI) on personalized content marketing has become a focal point of …

This study aims to select the physiological and neurophysiological studies utilized in
advertising and to address the fragmented comprehension of consumers' mental responses …

This paper aims to explore academicians' perceptions and perspectives regarding the
limitations, challenges, and potential solutions of neuromarketing implementations in the …

This study performs a comprehensive bibliometric (performance analysis) and thematic
content analysis of global research in" neuromarketing or consumer neuroscience" and" …

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 …

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 …

User-generated content (UGC) from e-commerce platforms and third-party platforms can
impact customer-perceived risk and influence product sales in online stores. However, the …

In the pursuit of economic survival in the current competitive conditions with the aim of long-
term prosperity and sustainability in the market, many companies today approach significant …