Explain the role of basic Neuromarketing in e-marketing

Document Type : The scientific research paper

Authors

1 Master student, business management, Payame Noor University, Tehran, Iran

2 PhD in Business Administration, Isfahan University, Isfahan, Iran

Abstract

Abstract:

Based on a review of articles and research in the field of neuromarketing and its role in e-marketing, which is one of the emerging sciences in marketing, as well as the use of artificial intelligence and its positive but not complete effects on advertising content and its impact on decision making. First, we examined the effect of advertising coordination with the design and color of packaging and the content of goods or services with the help of the device, FMRI, which explored the brain activities and decisions of the subconscious and showed its positive results in this area and We have also examined the effectiveness of online advertising using AR technology and the study of aesthetic and entertainment components and education. The positive effect of these items on customer satisfaction with advertising, research findings suggest that managers can use colors to increase or Reduce appetite, boost morale, calm the customer, and reduce perception of waiting time. Consistency that is a reminder in the long run, and finally analyzed how online advertising embedded in social media competes with UGC innovative signs to positively influence the patterns of visual attention and more interaction with the customer that leads to attraction and ultimately shopping. In this research, we also evaluated one of the classic style advertisements of Ayandeh Bank using one of the neuromarketing tools known as eye tracker. The results showed that TV advertisements with proper scene design and appropriate color combination can be consumed Influencers Be a transition.

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References

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Journal of Intelligent Marketing Management
Volume 4, Issue 4 - Serial Number 22
October 2023
Pages 98-121

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History

  • Receive Date: 20 November 2021
  • Revise Date: 01 January 2024
  • Accept Date: 21 November 2021

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