{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,3,13]],"date-time":"2025-03-13T04:21:37Z","timestamp":1741839697795,"version":"3.38.0"},"reference-count":0,"publisher":"Informing Science Institute","license":[{"start":{"date-parts":[[2025,1,1]],"date-time":"2025-01-01T00:00:00Z","timestamp":1735689600000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["InformingSciJ"],"abstract":"<jats:p>Aim\/Purpose: Neuromarketing transforms marketing by offering deeper insights into consumer behavior and emotions, enabling more effective but challenging marketing practices. Businesses must leverage these insights, adapt strategies, and explore innovative approaches to drive growth. Despite its rapid development, research in this field remains limited and calls for deeper exploration.\n\nBackground: Neuromarketing\u2019s growing relevance in marketing makes exploring its theoretical foundations and application important. Understanding neuromarketing\u2019s intellectual structure is essential to guide businesses in leveraging these insights and adapting their strategies.\n\nMethodology: The researchers applied VOSviewer and Biblioshiny software to perform a range of examinations, including encircling keyword scrutiny, bibliographic coupling assessment, citation scrutiny, and three-field plot investigation.\n\nContribution: To fill this knowledge gap, this study examines the intellectual structure of neuromarketing and identifies avenues for future research.\n\nFindings: The identification of seven distinct clusters within the neuromarketing domain is the key outcome of the study, namely \u201cIntegration of Neuroscience Techniques in Marketing,\u201d \u201cPervasive Cues in NM,\u201d \u201cModalities in NM,\u201d \u201cBoundaries and Frontiers of NM,\u201d \u201cNM in practice,\u201d \u201cInferences of NM Data,\u201d and \u201cNovel metrics of NM.\u201d Future research directions are offered for each of these clusters, followed by a discussion of the consequences for management and research, a conclusion, and an acknowledgment of the study\u2019s limitations.\n\nRecommendation for Researchers: Leverage neuromarketing insights, adopt innovative strategies, and ensure ethical practices to enhance marketing effectiveness and drive business growth.\n\nFuture Research: Employing cutting-edge tools like VOSviewer and Biblioshiny, the research meticulously scrutinizes the current literature landscape, elucidating prominent patterns and pinpointing promising avenues for future exploration.\n\n<\/jats:p>","DOI":"10.28945\/5419","type":"journal-article","created":{"date-parts":[[2025,3,12]],"date-time":"2025-03-12T18:11:58Z","timestamp":1741803118000},"page":"015","source":"Crossref","is-referenced-by-count":0,"title":["Mapping the Landscape of Neuromarketing: A Bibliometric Analysis"],"prefix":"10.28945","volume":"28","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8934-8975","authenticated-orcid":false,"given":"Mredu","family":"Goyal","sequence":"first","affiliation":[{"name":"Manipal University Jaipur"}]},{"given":"Mazharunnisa","family":"Md","sequence":"additional","affiliation":[{"name":"Business School, Koneru Lakshmaiah Education Foundation,Green Fileds"}]},{"given":"Sunil","family":"Kumar","sequence":"additional","affiliation":[{"name":"Associate Professor, Faculty of Commerce and Management, SGT University Gurugram"}]},{"given":"Kala","family":"I","sequence":"additional","affiliation":[{"name":"Associate Professor, Department of Computer Science and Engineering, PSG Institute of Technology and Applied Research"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7091-5535","authenticated-orcid":false,"given":"Gamachu","family":"Fufa","sequence":"additional","affiliation":[{"name":"Assistant Professor of Economic Sociology and Labour Studies, Department of Sociology, Dambi Dollo University"}]},{"ORCID":"https:\/\/orcid.org\/0009-0000-1792-3475","authenticated-orcid":false,"given":"Archana","family":"Devi S","sequence":"additional","affiliation":[{"name":"Assistant Professor, Karpagam Institute of Technology"}]}],"member":"11490","published-online":{"date-parts":[[2025]]},"container-title":["Informing Science: The International Journal of an Emerging Transdiscipline"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.inform.nu\/Articles\/Vol28\/InfoSciV28Art015Goyal11108.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"http:\/\/www.inform.nu\/Articles\/Vol28\/InfoSciV28Art015Goyal11108.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,3,12]],"date-time":"2025-03-12T18:11:58Z","timestamp":1741803118000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.informingscience.org\/Publications\/5419"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025]]},"references-count":0,"alternative-id":["5419"],"URL":"https:\/\/doi.org\/10.28945\/5419","relation":{},"ISSN":["1547-9684","1521-4672"],"issn-type":[{"value":"1547-9684","type":"print"},{"value":"1521-4672","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025]]}}}