Current Trends in the Application of EEG in Neuromarketing: A Bibliometric Analysis
-
Published:2022-08-23
Issue:3
Volume:69
Page:393-415
-
ISSN:2501-3165
-
Container-title:Scientific Annals of Economics and Business
-
language:
-
Short-container-title:Sci. Ann. Econ. Bus.
Author:
Alsharif Ahmed,Md Salleh Nor Zafir,Pilelienė Lina,Abbas Alhamzah F.,Ali Javed
Abstract
Despite several neuroscience tools existing, electroencephalography (EEG) is the most used and favoured tool among researchers because of its relatively low cost and high temporal resolution. Our study aimed to identify the global academic research trends of the empirical EEG studies in neuromarketing. This paper adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to identify relevant articles. A bibliometric analysis software (VOSviewer) was used to evaluate thirty open-access articles found in the Scopus database between 2016 and 2020. We found that the USA is the most productive country with five research articles that used the EEG tool in marketing studies, followed by Australia, Italy, and Malaysia with three articles each. According to the most prolific journals in neuromarketing, it has been found that Frontiers in Neuroscience journal (CiteScore 5.4) is the most prolific journal with two articles and 25 total citations, followed by Scientific reports (CiteScore 7.1) with two articles and eighteen total citations, which lead us to infer that the publications’ number does not necessarily reflect the citations’ number. The study provides a profound and comprehensive overview of academic research that used EEG in marketing research.
Publisher
Editura Universitatii Alexandru Ioan Cuza din Iasi
Subject
General Economics, Econometrics and Finance,General Business, Management and Accounting
Reference64 articles.
1. Abbas, A. F., Jusoh, A., Mas'od, A., Ali, J., Alsharif, A., & Alharthi, R. (2021). A bibliometric analysis of publications on social media influencers using vosviewer. Journal of Theoretical and Applied Information Technology, 99, 5662-5676. 2. Abbas, A. F., Jusoh, A., Mas’od, A., Alsharif, A. H., & Ali, J. (2022). Bibliometrix analysis of information sharing in social media. 9(1), 2016556. http://dx.doi.org/10.1080/23311975.2021.2016556 3. Aditya, D., & Sarno, R. (2018). Neuromarketing: State of the arts. Advanced Science Letters, 24(12), 9307-9310. http://dx.doi.org/10.1166/asl.2018.12261 4. Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021a). Neuromarketing: Marketing research in the new millennium. Neuroscience Research Notes, 4(3), 27-35. http://dx.doi.org/10.31117/neuroscirn.v4i3.79 5. Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021b). Neuromarketing: The popularity of the brain-imaging and physiological tools. Neuroscience Research Notes, 3(5), 13-22. http://dx.doi.org/10.31117/neuroscirn.v3i5.80
Cited by
24 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献
|
|