Neuro marketing methodology applied to social media research : retrospective study

ISBN-13: 9786138340300 / Angielski / Miękka / 2018 / 72 str.

Evelyn Karina Tinoco Diaz; Mauricio Santos Castillo; Franklin Gerardo Naranjo Armijo

Opis

Marketing research rely its efforts on different types of methodologies and procedures to gather information. Neuro marketing is a trendy methodology that applies neuro imaging technology to recollect information by scanning the human brain. Neuro imaging technology claims to be, by previous studies, more effective than traditional marketing methods such as focus group, interviews and questionnaires. On the other hand, social media literature, an important topic on marketing research, has only been tested, by traditional methods by far. This paper is a brief review of 14 papers related to neuro imaging methodologies focus on social media matters. More recent literature is been recollected to overview the direction of research of branding on social media. The main finding in this study is that there is a lack of innovative tools applied on social media research for branding and commercial purposes. There is a broad opportunity for its development

O autorze

Evelyn Karina Tinoco Díaz. Graduated in the Equinoctial Technological University - Ecuador. Master in Creation and Management of Technology-Based Companies. Master in Business Research. Both at the University of Barcelona- Spain. Independent Consultant.