Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth

Mihaela Constantinescu, Andreea Orindaru, Andreea Pachitanu, Laura Rosca, Stefan-Claudiu Caescu and Mihai Cristian Orzan
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Mihaela Constantinescu: Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania
Andreea Orindaru: Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania
Andreea Pachitanu: Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania
Laura Rosca: Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania
Stefan-Claudiu Caescu: Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania
Mihai Cristian Orzan: Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania

Sustainability, 2019, vol. 11, issue 24, 1-21

Abstract: The current era has brought about major changes in the way people connect to each other, and social media is a major pillar of this change. In this new communication and connecting environment, companies are under pressure to constantly adapt and become present on platforms where their customers are while being sustainable and profitable in the long run. On the other hand, traditional marketing research challenges have led to the expansion of new research approaches like neuromarketing as a means to gather the most accurate data ever from customers. When referring to how we can use neuromarketing research within the social media context, the current paper aims to fill a gap in the current literature: Using neuromarketing research in social media while taking into consideration both companies’ purposes and customers’ sought-after benefits. This aim is achieved through two pieces of research that shed light on a model where these purposes are matched with the corresponding benefits, showing the degree of acceptability of four major neuromarketing applications. This model is a stepping stone towards discovering how social media neuromarketing research can be a pillar of sustainable business communication as part of the broader perspective of sustainability in terms of business growth.

Keywords: neuromarketing; social media; sustainable communication; quantitative marketing research (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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