{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,30]],"date-time":"2026-04-30T21:59:35Z","timestamp":1777586375282,"version":"3.51.4"},"reference-count":79,"publisher":"SAGE Publications","license":[{"start":{"date-parts":[[2026,2,12]],"date-time":"2026-02-12T00:00:00Z","timestamp":1770854400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/"},{"start":{"date-parts":[[2026,2,12]],"date-time":"2026-02-12T00:00:00Z","timestamp":1770854400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["International Journal of Engineering Business Management"],"published-print":{"date-parts":[[2026,2,12]]},"abstract":"<jats:p>\n                    Artificial intelligence (AI) is reshaping neuromarketing by enabling the real-time analysis of neurometric, biometric, and psychometric data to optimize consumer engagement. This study investigates how AI-enhanced neuromarketing influences social media marketing strategies, using a structural equation modeling (PLS-SEM) approach to assess relationships between neuromarketing knowledge, application, activities, and social media communication. Data were collected through a survey of 416 Romanian university students and professors with practical exposure to neuromarketing tools in educational environments. The results confirm that neuromarketing knowledge significantly improves practical application (\u03b2 = 0.726,\n                    <jats:italic toggle=\"yes\">p<\/jats:italic>\n                    &lt; 0.001), which in turn enhances both marketing activities (\u03b2 = 0.555,\n                    <jats:italic toggle=\"yes\">p<\/jats:italic>\n                    &lt; 0.001) and social media communication effectiveness (\u03b2 = 0.633,\n                    <jats:italic toggle=\"yes\">p<\/jats:italic>\n                    &lt; 0.001). AI was found to amplify these effects through predictive analytics, real-time consumer data processing, and automated content optimization. Ethical considerations\u2014such as privacy risks and algorithmic bias\u2014are acknowledged, and the academic sample limits generalizability to commercial contexts. Future research should explore cross-industry applications, diverse cultural settings, and longitudinal impacts to strengthen external validity.\n                  <\/jats:p>","DOI":"10.1177\/18479790261420680","type":"journal-article","created":{"date-parts":[[2026,2,14]],"date-time":"2026-02-14T10:28:52Z","timestamp":1771064932000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":0,"title":["AI-enhanced neuromarketing and social media communication: Evidence from PLS-SEM analysis in an academic context"],"prefix":"10.1177","volume":"18","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2708-1325","authenticated-orcid":false,"given":"Rocsana","family":"Bucea-Manea-\u021aoni\u015f","sequence":"first","affiliation":[{"name":"Doctoral School, National University of Physical Education and Sport"}]},{"given":"Oliva M. D.","family":"Martins","sequence":"additional","affiliation":[{"name":"Doctoral School, Transdisciplinary Research Center in Education and Development, Based in Instituto Polit\u00e9cnico de Bragan\u00e7a, Bragan\u00e7a, Portugal"}]},{"given":"Mihai Cristian","family":"Orzan","sequence":"additional","affiliation":[{"name":"University of Economic Studies"}]},{"given":"Dumitru","family":"Goldbach","sequence":"additional","affiliation":[{"name":"University of Economic Studies"}]},{"ORCID":"https:\/\/orcid.org\/0009-0005-3539-0621","authenticated-orcid":false,"given":"Mircea","family":"Popa","sequence":"additional","affiliation":[{"name":"University of Economic Studies"}]}],"member":"179","published-online":{"date-parts":[[2026,2,14]]},"reference":[{"key":"e_1_3_7_2_2","volume-title":"Integrating AI into market research","author":"ESOMAR","year":"2024","unstructured":"ESOMAR. Integrating AI into market research. Research World, 2024. https:\/\/researchworld.com\/articles\/integrating-ai-into-market-research"},{"key":"e_1_3_7_3_2","doi-asserted-by":"publisher","DOI":"10.4018\/IJT.2021010105"},{"key":"e_1_3_7_4_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2020.01.029"},{"key":"e_1_3_7_5_2","doi-asserted-by":"publisher","DOI":"10.3390\/su11247094"},{"key":"e_1_3_7_6_2","doi-asserted-by":"publisher","DOI":"10.1108\/JOSM-11-2021-0439"},{"key":"e_1_3_7_7_2","doi-asserted-by":"publisher","DOI":"10.15178\/va.2021.154.e1351"},{"key":"e_1_3_7_8_2","doi-asserted-by":"publisher","DOI":"10.1109\/ComSDS52473.2021.9422887"},{"key":"e_1_3_7_9_2","first-page":"251","article-title":"Rediscovering neuromarketing for sustainable companies. Strategica, upscaling digital transformation in business and economics","author":"Ionescu AM","year":"2019","unstructured":"Ionescu AM, Romanelli M. Rediscovering neuromarketing for sustainable companies. Strategica, upscaling digital transformation in business and economics. Book Series Strategic 2019: 251\u2013260.","journal-title":"Book Series Strategic"},{"key":"e_1_3_7_10_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2024.108549"},{"key":"e_1_3_7_11_2","first-page":"718","article-title":"Eye tracking study regarding the perception of AI-Based service robots","author":"Ene I","year":"2019","unstructured":"Ene I, B\u0103descu R. Eye tracking study regarding the perception of AI-Based service robots. Basiq International Conference, New Trends in Sustainable Business and Consumption. 2019; 718\u2013723.","journal-title":"Basiq International Conference, New Trends in Sustainable Business and Consumption"},{"issue":"18","key":"e_1_3_7_12_2","first-page":"3017","article-title":"Beyond neural data: cognitive biometrics and mental privacy","volume":"112","author":"Magee P","year":"2024","unstructured":"Magee P, Ienca M, Farahany N. Beyond neural data: cognitive biometrics and mental privacy. Journal home page for Neuron Perspective 2024; 112(18): 3017\u20133028.","journal-title":"Journal home page for Neuron Perspective"},{"key":"e_1_3_7_13_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2022.07.047"},{"key":"e_1_3_7_14_2","first-page":"113371","volume-title":"Exploring the boundaries of neuromarketing through systematic investigation","author":"Bhardwaj S","year":"2023","unstructured":"Bhardwaj S, Rana GA, Behl A, et al. Exploring the boundaries of neuromarketing through systematic investigation. Vivat Academia, 2023, vol 154, 113371."},{"key":"e_1_3_7_15_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2023.113689"},{"key":"e_1_3_7_16_2","volume-title":"Integrating AI into market research","author":"Campbell M","year":"2023","unstructured":"Campbell M. Integrating AI into market research. Research World, 2023. available online at: https:\/\/researchworld.com\/articles\/integrating-ai-into-market-research"},{"key":"e_1_3_7_17_2","doi-asserted-by":"crossref","unstructured":"Birknerova Z Misko D Ondrijova I et al. Analysis of consumer awareness of neuromarketing TEM journal-technology education management informatics 2022; 11(2) 870\u2013875.","DOI":"10.18421\/TEM112-47"},{"key":"e_1_3_7_18_2","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.2024.2399657"},{"key":"e_1_3_7_19_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2021.07.028"},{"key":"e_1_3_7_20_2","doi-asserted-by":"publisher","DOI":"10.3389\/fpsyg.2022.872468"},{"key":"e_1_3_7_21_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2008.05.016"},{"key":"e_1_3_7_22_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.tifs.2019.09.018"},{"key":"e_1_3_7_23_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2023.114016"},{"key":"e_1_3_7_24_2","volume-title":"Stat- Pearls [Internet]","author":"Maldonado KA","year":"2023","unstructured":"Maldonado KA, Alsayouri K, Physiology B. Stat- Pearls [Internet]. StatPearls Publishing, 2023. Available from: https:\/\/www.ncbi.nlm.nih.gov\/books\/NBK551718\/"},{"key":"e_1_3_7_25_2","doi-asserted-by":"publisher","DOI":"10.1108\/APJML-04-2019-0231"},{"issue":"1","key":"e_1_3_7_26_2","first-page":"5","article-title":"Emotion extraction from facial expressions by using artificial intelligence techniques","volume":"9","author":"Boz H","year":"2018","unstructured":"Boz H, Kose U. Emotion extraction from facial expressions by using artificial intelligence techniques. BRAIN Broad Res Artif Intell Neurosci 2018; 9(1): 5\u201316.","journal-title":"BRAIN Broad Res Artif Intell Neurosci"},{"key":"e_1_3_7_27_2","doi-asserted-by":"publisher","DOI":"10.3390\/bs11080108"},{"key":"e_1_3_7_28_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.bspc.2021.103095"},{"key":"e_1_3_7_29_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.procs.2024.09.687"},{"key":"e_1_3_7_30_2","first-page":"1","article-title":"AI-Driven marketing personalization: deploying convolutional neural networks to decode consumer behavior","volume":"41","author":"Alipour P","year":"2024","unstructured":"Alipour P, Gallegos EE, Sridhar S. AI-Driven marketing personalization: deploying convolutional neural networks to decode consumer behavior. Int J Hum Comput Interact 2024; 41: 1\u201319.","journal-title":"Int J Hum Comput Interact"},{"key":"e_1_3_7_31_2","doi-asserted-by":"publisher","DOI":"10.1255\/jnirs.1242"},{"key":"e_1_3_7_32_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.ejor.2019.12.039"},{"key":"e_1_3_7_33_2","unstructured":"Thurman H. Neuroscience in MRX. Research world 2023 April 3. available online at: https:\/\/researchworld.com\/articles\/neuroscience-in-mrx"},{"key":"e_1_3_7_34_2","doi-asserted-by":"publisher","DOI":"10.1111\/ijcs.12936"},{"key":"e_1_3_7_35_2","doi-asserted-by":"publisher","DOI":"10.3389\/fpsyg.2020.02077"},{"key":"e_1_3_7_36_2","doi-asserted-by":"publisher","DOI":"10.1073\/pnas.2302215120"},{"key":"e_1_3_7_37_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2022.113307"},{"key":"e_1_3_7_38_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.physbeh.2018.03.002"},{"key":"e_1_3_7_39_2","doi-asserted-by":"publisher","DOI":"10.5220\/0010000901390144"},{"key":"e_1_3_7_40_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2021.05.037"},{"key":"e_1_3_7_41_2","doi-asserted-by":"publisher","DOI":"10.58966\/JCM2024334"},{"key":"e_1_3_7_42_2","doi-asserted-by":"publisher","DOI":"10.1080\/23311975.2021.1978620"},{"issue":"10","key":"e_1_3_7_43_2","first-page":"161","article-title":"Deep learning model for predicting consumers\u2019 interests of IoT recommendation system","volume":"13","author":"Noor TH","year":"2022","unstructured":"Noor TH, Almars AM, El-Sayed A, et al. Deep learning model for predicting consumers\u2019 interests of IoT recommendation system. Int J Adv Comput Sci Appl 2022; 13(10): 161\u2013170.","journal-title":"Int J Adv Comput Sci Appl"},{"key":"e_1_3_7_44_2","doi-asserted-by":"publisher","DOI":"10.3390\/brainsci13010057"},{"key":"e_1_3_7_45_2","doi-asserted-by":"publisher","DOI":"10.17993\/3cemp.2022.110149.17-43"},{"issue":"1","key":"e_1_3_7_46_2","first-page":"554","article-title":"Relationship between neuromarketing and brand positioning of a company in the retail sector","volume":"14","author":"Cerna KSJ","year":"2022","unstructured":"Cerna KSJ, Guerra MDM, Ortiz CPC. Relationship between neuromarketing and brand positioning of a company in the retail sector. Universidad y Sociedad 2022; 14(1): 554\u2013563.","journal-title":"Universidad y Sociedad"},{"key":"e_1_3_7_47_2","doi-asserted-by":"publisher","DOI":"10.1108\/GKMC-07-2022-0182"},{"key":"e_1_3_7_48_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2023.102667"},{"key":"e_1_3_7_49_2","doi-asserted-by":"publisher","DOI":"10.1177\/2056305120928488"},{"issue":"1","key":"e_1_3_7_50_2","first-page":"137","article-title":"An empirical model of antecedents of marketing information technology (martech) adoption","volume":"57","author":"Veghe\u015f CP","year":"2023","unstructured":"Veghe\u015f CP, Orzan MC, Chivu RG, et al. An empirical model of antecedents of marketing information technology (martech) adoption. Econ Comput Econ Cybern Stud Res. 2023; 57(1): 137\u2013152.","journal-title":"Econ Comput Econ Cybern Stud Res"},{"key":"e_1_3_7_51_2","doi-asserted-by":"publisher","DOI":"10.1142\/S0219649221500209"},{"key":"e_1_3_7_52_2","doi-asserted-by":"publisher","DOI":"10.28991\/esj-2021-01256"},{"key":"e_1_3_7_53_2","doi-asserted-by":"publisher","DOI":"10.1109\/TIM.2022.3217849"},{"key":"e_1_3_7_54_2","doi-asserted-by":"publisher","DOI":"10.1057\/s41262-020-00221-7"},{"key":"e_1_3_7_55_2","doi-asserted-by":"publisher","DOI":"10.15581\/003.35.4.71-88"},{"key":"e_1_3_7_56_2","doi-asserted-by":"publisher","DOI":"10.1080\/19331681.2023.2231436"},{"key":"e_1_3_7_57_2","first-page":"48847","article-title":"Stress prediction from head motion","volume":"495","author":"Kusano H","year":"2020","unstructured":"Kusano H, Horiguchi Y, Baba Y, et al. Stress prediction from head motion. IEEE 7th International Conference on Data Science and Advanced Analytics (DSAA) 2020; 495: 48847.","journal-title":"IEEE 7th International Conference on Data Science and Advanced Analytics (DSAA)"},{"key":"e_1_3_7_58_2","doi-asserted-by":"publisher","DOI":"10.3389\/fncom.2021.684423"},{"key":"e_1_3_7_59_2","doi-asserted-by":"publisher","DOI":"10.1177\/21582440231156563"},{"key":"e_1_3_7_60_2","first-page":"252","article-title":"Classification of \u201cLike\u201d and \u201cDislike\u201d decisions from EEG and fNIRS signals using a LSTM based deep learning network 2022","volume":"11","author":"Ramirez M","year":"2022","unstructured":"Ramirez M, Khalil MA, Can J, et al. Classification of \u201cLike\u201d and \u201cDislike\u201d decisions from EEG and fNIRS signals using a LSTM based deep learning network 2022. IEEE World AI IOT Congress 2022; 11: 252\u2013255.","journal-title":"IEEE World AI IOT Congress"},{"key":"e_1_3_7_61_2","doi-asserted-by":"publisher","DOI":"10.1177\/2056305120915618"},{"key":"e_1_3_7_62_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.matpr.2020.08.730"},{"key":"e_1_3_7_63_2","doi-asserted-by":"publisher","DOI":"10.1177\/1461444820921938"},{"key":"e_1_3_7_64_2","doi-asserted-by":"crossref","unstructured":"Filipovic F Despotovic-Zrakic M Radenkovic B et al. An application of artificial intelligence for detecting emotions in neuromarketing. In: International conference on artificial intelligence: applications and innovations (IC-AIAI). SCITEPRESS \u2013 Science and Technology Publications Lda. 3 ICE-B 2019; 139-144.","DOI":"10.1109\/IC-AIAI48757.2019.00016"},{"key":"e_1_3_7_65_2","doi-asserted-by":"publisher","DOI":"10.3389\/fpsyg.2021.625570"},{"key":"e_1_3_7_66_2","doi-asserted-by":"publisher","DOI":"10.3390\/socsci12070416"},{"key":"e_1_3_7_67_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2020.102099"},{"key":"e_1_3_7_68_2","doi-asserted-by":"publisher","DOI":"10.33732\/ixc\/13\/02Laapli"},{"key":"e_1_3_7_69_2","first-page":"195","article-title":"An integrated fuzzy decision framework for neuromarketing technology selection problem","author":"Dursun M","year":"2018","unstructured":"Dursun M, Goker N. An integrated fuzzy decision framework for neuromarketing technology selection problem. Adv Intell Syst Comput 2018: 195\u2013200.","journal-title":"Adv Intell Syst Comput"},{"issue":"24","key":"e_1_3_7_70_2","first-page":"251","article-title":"O comportamento do consumidor a partir de um estudo de neuromarketing","volume":"9","author":"Rodrigues KFC","year":"2022","unstructured":"Rodrigues KFC, Bilac DBN, Luz CNM. O comportamento do consumidor a partir de um estudo de neuromarketing. Humanidades & Inova\u00e7\u00e3o 2022; 9(24): 251\u2013261.","journal-title":"Humanidades & Inova\u00e7\u00e3o"},{"key":"e_1_3_7_71_2","doi-asserted-by":"publisher","DOI":"10.1177\/0162243919829222"},{"key":"e_1_3_7_72_2","doi-asserted-by":"publisher","DOI":"10.1086\/261849"},{"key":"e_1_3_7_73_2","volume-title":"Influence: science and practice","author":"Cialdini RB","year":"2009","unstructured":"Cialdini RB. Influence: science and practice. 5th ed. Pearson, 2009.","edition":"5"},{"key":"e_1_3_7_74_2","doi-asserted-by":"publisher","DOI":"10.2307\/2118364"},{"key":"e_1_3_7_75_2","doi-asserted-by":"publisher","DOI":"10.3389\/fnrgo.2021.672982"},{"key":"e_1_3_7_76_2","doi-asserted-by":"publisher","DOI":"10.1109\/TCDS.2021.3065200"},{"key":"e_1_3_7_77_2","doi-asserted-by":"publisher","DOI":"10.1080\/10508422.2016.1162719"},{"key":"e_1_3_7_78_2","volume-title":"Advanced issues in partial least squares structural equation modeling (PLS-SEM)","author":"Hair JF","year":"2024","unstructured":"Hair JF, Sarstedt M, Ringle CM, et al. Advanced issues in partial least squares structural equation modeling (PLS-SEM). 2nd ed. Sage, 2024.","edition":"2"},{"key":"e_1_3_7_79_2","doi-asserted-by":"publisher","DOI":"10.1108\/CEMJ-12-2021-0154"},{"key":"e_1_3_7_80_2","doi-asserted-by":"publisher","DOI":"10.1257\/aer.107.4.967"}],"container-title":["International Journal of Engineering Business Management"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/18479790261420680","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1177\/18479790261420680","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/18479790261420680","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,28]],"date-time":"2026-04-28T20:05:36Z","timestamp":1777406736000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/18479790261420680"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,2,12]]},"references-count":79,"alternative-id":["10.1177\/18479790261420680"],"URL":"https:\/\/doi.org\/10.1177\/18479790261420680","relation":{},"ISSN":["1847-9790","1847-9790"],"issn-type":[{"value":"1847-9790","type":"print"},{"value":"1847-9790","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,2,12]]},"article-number":"18479790261420680"}}