Title: Intellectual research landscape of neuromarketing: bibliometric network analysis (2004-2021)

Authors: Rajeev Srivastava; Meenakshi Sharma

Addresses: IMS Unison University, Makkawala Greens Mussoorie, Diversion Road, Dehradun, Uttarakhand 248009, India ' University of Petroleum and Energy Studies, Dehradun, India

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.

Keywords: bibliometrix; bibliometric analysis; biblioshiny; neuromarketing; neuroscience performance analysis; science mapping.

DOI: 10.1504/IJEB.2024.137700

International Journal of Electronic Business, 2024 Vol.19 No.2, pp.209 - 234

Received: 28 Nov 2022
Accepted: 10 Oct 2023
Published online: 02 Apr 2024 *

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