Assessing the applicability of neuromarketing tools in online social networks from a business perspective

Laura Daniela Roșca (Tănase) (), Mihaela Constantinescu (), Ștefan-Claudiu Căescu () and Mihai-Cristian Orzan ()
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Laura Daniela Roșca (Tănase): The Bucharest University of Economic Studies
Mihaela Constantinescu: The Bucharest University of Economic Studies
Ștefan-Claudiu Căescu: The Bucharest University of Economic Studies
Mihai-Cristian Orzan: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2019, vol. 1, issue 1, 350-356

Abstract: Online migration characterizes both consumers and the business environment, which makes us see the integration of new technologies in this virtual environment as a natural development. User behavior requires additional efforts for technology adaptability, so integration does not seem to be forced, but the usefulness of such an immersion is felt by all companies, that want to have as much information about consumers as possible and monetize it in their strategy, by building up the most relevant products/services and communication campaigns. This is also the purpose of this article, which includes the results of a quantitative research among business representatives to assess their perception of the use of neuromarketing applications in online social networks. Although several apps were evaluated individually, the study indicates a high degree of utility for eye tracking and face coding, two methods through which companies can see the network users' direct and unaltered response to incoming messages.

Keywords: marketing research; consumer behavior; neuromarketing. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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