Title:
Consumer Response to Social Media Advertising: A Neuromarketing Perspective Introduction
Author(s):
Amanda Davies
Author Email:
abuckhei@unca.edu
Department:
BUSINESS
Faculty Mentor(s):
Nana Harrison
Abstract / Summary:
As social media platforms become increasingly ingrained in daily life, understanding how users perceive and engage with them is crucial for companies seeking a competitive edge in marketing strategies. Each platform employs unique algorithms, leading users to develop individual preferences and patterns of interaction. Neuromarketing, the fusion of neuroscience and marketing, offers a promising avenue to comprehend these dynamics more deeply.Neuromarketing, an emerging field, utilizes neuroscientific methods to decipher human behavior in marketing contexts, surpassing the limitations of traditional research approaches. By capturing neural responses alongside behavioral data, marketers gain deeper insights into consumer perception and decision-making processes. This study proposes to explore neural responses to social media platforms, aiming to offer strategic insights for optimizing marketing campaigns.The research proposes to synthesize findings from various studies to delineate strategies for optimizing digital marketing campaigns. By analyzing EEG data and correlating it with user engagement and emotional responses, the study aims to discern patterns across different platforms. This approach offers companies the opportunity to tailor their marketing efforts to align with user preferences, maximizing return on investment and enhancing brand resonance.Ultimately, this conceptual study seeks to contribute to the growing body of knowledge in neuromarketing, offering practical implications for businesses aiming to navigate the complex landscape of social media marketing effectively.
Publication Date:
May-16-2024
Documents: