Although neuromarketing research has developed, the current studies lack to provide
comprehensive insights into neuromarketing and marketing mix. Therefore, this study has …

In the past decade, neurophysiological and physiological tools have been used to explore
consumer behaviour toward advertising. The studies into brain processes (eg, emotions …

While sponsored posts by social media influencers (SMIs) on Instagram have dramatically
increased as an advertising strategy, empirical results on their efficiency have yet to emerge …

Neuromarketing (NM) is an application of neuroimaging and physiological tools to record
the neural correlates of consumers' behaviour (eg, decision-making, emotion, attention, and …

This study aims to select the physiological and neurophysiological studies utilized in
advertising and to address the fragmented comprehension of consumers' mental responses …

Purpose The purpose of this paper is to compare two brand posts with the different content
created by a celebrity (emotional content vs rational content) on Instagram and their effects …

Brand engagement on social media increasingly draws B2B brands' attention as it may
produce positive WOM and bring branding and financial benefits. However, B2B marketers …

Neuromarketing (NM) is a relatively new area of marketing that involves innovative
technological changes in the marketing research process and the tools and methods used …

Accompanying the growing call for ecological sustainability, environmental advertising is
playing an increasingly important role in green marketing to foster environmental concern …

Consumer neuroscience is a growing field in both marketing and consumer behavior
research. The number of articles published on the topic has increased exponentially in the …