Intellectual research landscape of neuromarketing: bibliometric network analysis (2004-2021) Online publication date: Tue, 02-Apr-2024
by Rajeev Srivastava; Meenakshi Sharma
International Journal of Electronic Business (IJEB), Vol. 19, No. 2, 2024
Abstract: Neuromarketing is an evolving field that integrates psychology, neuroscience, and marketing. Zavadskas et al. (2019) state, to improve the performance of one-to-one marketing, it is imperative to analyse prospective buyers' emotional and behavioural states, valence and arousal. With this aim, the current study uses comprehensive bibliometric analysis to assess the research landscape of the neuromarketing field. A total of 694 documents were obtained from the Web of Science, published in the neuromarketing field during the last 18 years. Further, the science mapping analysis was performed to identify relevant networks and thematic clusters. The study's findings will be a useful resource for scholars, assist them in understanding the publication trend, top articles attributed in terms of journals, scholars, citations, and impact factors and also build a scope for future research in the field of neuromarketing. Marketers and practitioners of the digital age will be able to develop effective neuromarketing strategies for a sustainable business.
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