Demystifying Neuromarketing: A Bibliometric Analysis Using VOSviewer

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Author(s): Ajay Chandel (Lovely Professional University, India)and Tejbir Kaur (Independent Researcher, Canada)
Copyright: 2022
Pages: 28
Source title: Developing Relationships, Personalization, and Data Herald in Marketing 5.0
Source Author(s)/Editor(s): Jasmine Kaur (Chitkara Business School, Chitkara University, Punjab, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/978-1-6684-4496-2.ch016

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

This study tries to decipher the role of neuromarketing in the myriad fields of business employing in-depth review of literature. This work thus proposes abundant acumens into important facets of neuromarketing in the business world employing a bibliometric investigation. The chapter presents an assessment of important neuromarketing enablers and their function in several business disciplines aimed superior business performance. The existing literature was classified based on a variety of bibliometric factors such as year, location, author, institution, and source related data. The literature is further classified based on keyword co-occurrence. The observed clusters indicate neuromarketing applications and execution problems in business. The complete overview, which spans the years 2000 to 2021, can help managers keep current on the uses of neuromarketing in many sectors. The chapter also identifies potential topics for neuromarketing research in several industry sectors to support neuromarketing adoption.

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Demystifying Neuromarketing: A Bibliometric Analysis Using VOSviewer

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