Tendencias emergentes en 'neuromarketing'análisis Bibliométrico con CiteSpace (2017-2021)

  1. Lyu, Dongye 1
  2. Mañas-Viniegra, Luis 2
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 UCM
Aldizkaria:
Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Argitalpen urtea: 2023

Zenbakien izenburua: Theory and Praxis of Neuromarketing: innovation and research for the new communicative challenges of the market

Alea: 13

Zenbakia: 2

Orrialdeak: 75-95

Mota: Artikulua

DOI: 10.33732/IXC/13/02TENDEN DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Beste argitalpen batzuk: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

Laburpena

Neuromarketing is a term that has frequently been used in research articles in recent years. The aim of this study is to reveal the most important aspects and trends in neuromarketing research based on a bibliometric and visual analysis of 972 papers published between 2017 and 2021 in Scopus and the Web of Science Core Collection. CiteSpace software was used for the analysis, which included the time frame of published articles, co-occurrence among scientific researchers, institutions, keywords, regions, and the analysis of emerging keywords as well. The number of academic papers in this field showed a trend toward continuous growth during the half decade time period mentioned, reaching its peak in 2021. The most productive countries were the USA and China, which displayed a reduced network of international cooperation, while European countries such as the UK, Spain and Switzerland showed relatively active commitment. Further studies are expected to centre on the recognition and emotion, experienced by subjects, while advertising, product, and consumer preferences will continue to be the main focus of research.

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