Tendencias globales de investigación en neuromarketing: 2015-2020

Autores/as

DOI:

https://doi.org/10.26441/RC21.1-2022-A1

Palabras clave:

análisis bibliométrico, PRISMA, neuromarketing, neurociencia del consumidor, Base de datos Scopus

Resumen

El creciente interés en el descubrimiento de los comportamientos emocionales y de los procesos cognitivos  de los consumidores, en la investigación de mercados ha llevado a un número creciente de publicaciones. Este artículo evalúa las tendencias de investigación global en el dominio del neuromarketing / neurociencia del consumidor con base en las revistas científicas más productivas, los países, las instituciones, los autores, y el número de documentos y citas. La estructura de este artículo está basado en el sistema Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA)  y selecciona  todos los documentos relevantes para este estudio bibliométrico. Se han extraído y analizado un total de 119 documentos de la base de datos Scopus. Los hallazgos revelaron que España es el país líder en este campo de investigación con 21 publicaciones, y la institución más productiva fue la Universidad Complutense de Madrid, con siete documentos. Además, Ma, Q. es el autor más prolífico con cuatro publicaciones y 11 citas. Curiosamente, aunque Frontiers in Psychology es la revista más productiva con 11 publicaciones, la revista Comunicar tiene el promedio más alto de citas por ítem. El análisis de palabras clave y citas es muy significativo para conocer los documentos y palabras más impactantes en neuromarketing. Por ejemplo, EEG (18 apariciones y 43 fuerza de enlace total) significa la ocurrencia de EEG 22 veces, y la fuerza de vínculo total para estas apariciones son 43 vínculos con el tema del neuromarketing. Chew L.H. et al., ha publicado el documento más citado con 27 citas. 

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Biografía del autor/a

Ahmed H. Alsharif, Universiti Teknologi Malaysia

PhD candidate at Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia, Malaysia. His research interests include neuromarketing, cognitive and emotional processes, consumer behaviour, and advertising.

Nor Zafir Md. Salleh, Universiti Teknologi Malaysia

Senior Lecturer (Assistant Professor) at AHIBS, Universiti Teknologi Malaysia, Malaysia. Her research interests include culture and heritage, service innovation, Islamic tourism, and marketing.

Rohaizat Baharun, Universiti Teknologi Malaysia

Professor at AHIBS, Universiti Teknologi Malaysia, Malaysia. His research interests include educational marketing, retailing management, and customer behaviour.

Hassan Abuhassna, Universiti Teknologi Malaysia

Senior Lecturer (Assistant Professor) at Faculty of Social Sciences & Humanities, Universiti Teknologi Malaysia, Malaysia. His research interests include MOOC, E-learning, and online learning.

Alharthi Rami Hashem E, Taif University

PhD student at AHIBS, Universiti Teknologi Malaysia (Malaysia). He is a lecturer at the Department of Financial and Administrative Sciences, Taif University, Saudi Arabia. His research interests include product placement, brand placement and integration, brand attitudes, implicit association test.

Citas

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Publicado

18-03-2022

Cómo citar

Alsharif, A. H., Salleh, N. Z. M., Baharun, R., Abuhassna, H., & Hashem E, A. R. (2022). Tendencias globales de investigación en neuromarketing: 2015-2020. Revista De Comunicación, 21(1), 15–32. https://doi.org/10.26441/RC21.1-2022-A1

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