{"id":"https://openalex.org/W4390858944","doi":"https://doi.org/10.57125/fs.2023.12.20.01","title":"Harnessing Neuromarketing Techniques to Enhance Brand Engagement","display_name":"Harnessing Neuromarketing Techniques to Enhance Brand Engagement","publication_year":2023,"publication_date":"2023-12-20","ids":{"openalex":"https://openalex.org/W4390858944","doi":"https://doi.org/10.57125/fs.2023.12.20.01"},"language":"en","primary_location":{"id":"doi:10.57125/fs.2023.12.20.01","doi":"https://doi.org/10.57125/fs.2023.12.20.01","is_oa":true,"landing_page_url":"http://dx.doi.org/10.57125/fs.2023.12.20.01","pdf_url":"https://futurity-social.com/index.php/journal/article/download/16/16","source":{"id":"https://openalex.org/S4404662612","display_name":"Futurity of Social Sciences.","issn_l":"2956-9192","issn":["2956-9192"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Futurity of Social Sciences","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://futurity-social.com/index.php/journal/article/download/16/16","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5002321345","display_name":"Natalia Hurzhyi","orcid":"https://orcid.org/0000-0002-4955-9548","observed_orcids":["https://orcid.org/0000-0002-4955-9548"]},"institutions":[{"id":"https://openalex.org/I4302045","display_name":"Zaporizhzhia National University","ror":"https://ror.org/04qst5w65","country_code":"UA","type":"education","lineage":["https://openalex.org/I4302045"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Nataliia Hurzhyi","raw_affiliation_strings":["Zaporizhzhia National University, Ukraine"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Zaporizhzhia National University, Ukraine","institution_ids":["https://openalex.org/I4302045"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5066960848","display_name":"Yaroslava Popliuiko","orcid":"https://orcid.org/0000-0002-3379-2177","observed_orcids":["https://orcid.org/0000-0002-3379-2177"]},"institutions":[{"id":"https://openalex.org/I189238007","display_name":"Taras Shevchenko National University of Kyiv","ror":"https://ror.org/02aaqv166","country_code":"UA","type":"education","lineage":["https://openalex.org/I189238007"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Yaroslava Popliuiko","raw_affiliation_strings":["Taras Shevchenko National University of Kyiv, Ukraine"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Taras Shevchenko National University of Kyiv, Ukraine","institution_ids":["https://openalex.org/I189238007"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Svitlana Vasylyuk-Zaitseva","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I208086522","display_name":"National University of Life and Environmental Sciences of Ukraine","ror":"https://ror.org/0441cbj57","country_code":"UA","type":"education","lineage":["https://openalex.org/I208086522"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Svitlana Vasylyuk-Zaitseva","raw_affiliation_strings":["National University of Life and Environmental Sciences of Ukraine, Ukraine"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"National University of Life and Environmental Sciences of Ukraine, Ukraine","institution_ids":["https://openalex.org/I208086522"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5010382371","display_name":"\u0414\u043c\u0438\u0442\u0440\u043e \u041b\u0435\u043e\u043d\u0442\u0456\u0439\u043e\u0432\u0438\u0447 \u041a\u043e\u0431\u0435\u0446\u044c","orcid":"https://orcid.org/0000-0002-4822-2951","observed_orcids":["https://orcid.org/0000-0002-4822-2951"]},"institutions":[{"id":"https://openalex.org/I164756455","display_name":"Khmelnytskyi National University","ror":"https://ror.org/04r8a1r80","country_code":"UA","type":"education","lineage":["https://openalex.org/I164756455"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Dmytro Kobets","raw_affiliation_strings":["Khmelnytskyi National University, Ukraine"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Khmelnytskyi National University, Ukraine","institution_ids":["https://openalex.org/I164756455"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":4,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.1155,"has_fulltext":true,"cited_by_count":8,"citation_normalized_percentile":{"value":0.90310549,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":94,"max":97},"biblio":{"volume":null,"issue":null,"first_page":"4","last_page":"37"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5073000192642212,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5073000192642212,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.21369999647140503,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.10000000149011612,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/neuromarketing","display_name":"neuromarketing","score":0.9919999837875366},{"id":"https://openalex.org/keywords/brand-management","display_name":"brand management","score":0.8199999928474426},{"id":"https://openalex.org/keywords/brand-engagement","display_name":"brand engagement","score":0.9819999933242798},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.8190000057220459},{"id":"https://openalex.org/keywords/neuromarketing-techniques","display_name":"neuromarketing techniques","score":0.8560000061988831},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.8209999799728394},{"id":"https://openalex.org/keywords/product-design","display_name":"product design","score":0.7319999933242798},{"id":"https://openalex.org/keywords/brand-campaigns","display_name":"brand campaigns","score":0.7179999947547913}],"concepts":[{"id":"https://openalex.org/C2781183061","wikidata":"https://www.wikidata.org/wiki/Q516337","display_name":"Neuromarketing","level":2,"score":0.9952248334884644},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5080030560493469},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.5024971961975098},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.4597712755203247},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3849119246006012},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.37571632862091064},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.57125/fs.2023.12.20.01","doi":"https://doi.org/10.57125/fs.2023.12.20.01","is_oa":true,"landing_page_url":"http://dx.doi.org/10.57125/fs.2023.12.20.01","pdf_url":"https://futurity-social.com/index.php/journal/article/download/16/16","source":{"id":"https://openalex.org/S4404662612","display_name":"Futurity of Social Sciences.","issn_l":"2956-9192","issn":["2956-9192"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Futurity of Social Sciences","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.57125/fs.2023.12.20.01","doi":"https://doi.org/10.57125/fs.2023.12.20.01","is_oa":true,"landing_page_url":"http://dx.doi.org/10.57125/fs.2023.12.20.01","pdf_url":"https://futurity-social.com/index.php/journal/article/download/16/16","source":{"id":"https://openalex.org/S4404662612","display_name":"Futurity of Social Sciences.","issn_l":"2956-9192","issn":["2956-9192"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Futurity of Social Sciences","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4390858944.pdf","grobid_xml":"https://content.openalex.org/works/W4390858944.grobid-xml"},"referenced_works_count":84,"referenced_works":["https://openalex.org/W2899022849","https://openalex.org/W2901831259","https://openalex.org/W2902165106","https://openalex.org/W2912723161","https://openalex.org/W2946637128","https://openalex.org/W2951440501","https://openalex.org/W2967681221","https://openalex.org/W2973361763","https://openalex.org/W2979519892","https://openalex.org/W2980746347","https://openalex.org/W2996148139","https://openalex.org/W3005228004","https://openalex.org/W3006801435","https://openalex.org/W3014387831","https://openalex.org/W3045177359","https://openalex.org/W3087438817","https://openalex.org/W3091727971","https://openalex.org/W3096014909","https://openalex.org/W3106866189","https://openalex.org/W3109304085","https://openalex.org/W3111377917","https://openalex.org/W3120597241","https://openalex.org/W3120939107","https://openalex.org/W3126908404","https://openalex.org/W3127293651","https://openalex.org/W3128384299","https://openalex.org/W3154171666","https://openalex.org/W3163388321","https://openalex.org/W3166887535","https://openalex.org/W3174197972","https://openalex.org/W3193776109","https://openalex.org/W3195267910","https://openalex.org/W3197278721","https://openalex.org/W3199282774","https://openalex.org/W3207262499","https://openalex.org/W4200045082","https://openalex.org/W4200124527","https://openalex.org/W4200482797","https://openalex.org/W4205991355","https://openalex.org/W4213145750","https://openalex.org/W4213384706","https://openalex.org/W4221083993","https://openalex.org/W4224291780","https://openalex.org/W4226049898","https://openalex.org/W4226118736","https://openalex.org/W4226133200","https://openalex.org/W4226191897","https://openalex.org/W4231212058","https://openalex.org/W4281394191","https://openalex.org/W4281976550","https://openalex.org/W4282973393","https://openalex.org/W4283518604","https://openalex.org/W4283781478","https://openalex.org/W4285095940","https://openalex.org/W4289443359","https://openalex.org/W4290708196","https://openalex.org/W4291106347","https://openalex.org/W4294647307","https://openalex.org/W4295066574","https://openalex.org/W4300829035","https://openalex.org/W4307109273","https://openalex.org/W4311862158","https://openalex.org/W4312489377","https://openalex.org/W4313389153","https://openalex.org/W4313407477","https://openalex.org/W4316814949","https://openalex.org/W4319795486","https://openalex.org/W4320493160","https://openalex.org/W4320730555","https://openalex.org/W4322487623","https://openalex.org/W4323286786","https://openalex.org/W4362554094","https://openalex.org/W4367623899","https://openalex.org/W4375843610","https://openalex.org/W4376279233","https://openalex.org/W4376321181","https://openalex.org/W4380990997","https://openalex.org/W4382680844","https://openalex.org/W4383889042","https://openalex.org/W4385507282","https://openalex.org/W4386209312","https://openalex.org/W4386922134","https://openalex.org/W4387117060","https://openalex.org/W4388288003"],"related_works":["https://openalex.org/W7217768406","https://openalex.org/W2017561809","https://openalex.org/W2919208088","https://openalex.org/W7094950646","https://openalex.org/W7167365007","https://openalex.org/W4405350822","https://openalex.org/W4411483903","https://openalex.org/W4385815152","https://openalex.org/W7118785782","https://openalex.org/W7217381841"],"abstract_inverted_index":{"Neuromarketing":[0],"is":[1],"an":[2],"interdisciplinary":[3],"concept":[4],"that":[5,137,202,211],"has":[6],"become":[7],"a":[8,74],"unique":[9],"phenomenon":[10],"supplying":[11],"valuable":[12],"information":[13],"about":[14,84],"unconscious":[15],"behaviour":[16],"to":[17,80,182,214,216,225,229],"increase":[18],"the":[19,28,52,85,166,198],"effectiveness":[20],"of":[21,30,35,54,59,61,65,87,114,149,162,168,173,193],"marketing":[22,120,242],"strategies.":[23],"The":[24,46,71,97,126,134,160,220,236],"article":[25],"focuses":[26],"upon":[27],"impact":[29],"neuromarketing":[31,56,88,124,138,169,195,203,231],"techniques":[32,89,139,170,232],"on":[33,165],"enhancement":[34],"brand":[36,91,144,179,218,234,246],"management,":[37,92],"including":[38],"their":[39,93],"current":[40],"application,":[41],"advantages,":[42],"and":[43,63,69,95,107,122,185,208],"ethical":[44,67,206],"concerns.":[45],"research":[47],"objectives":[48],"are":[49,140,175],"aimed":[50],"at":[51],"analysis":[53],"trending":[55],"techniques;":[57],"description":[58],"benefits":[60],"neuromarketing;":[62],"outlining":[64],"its":[66],"considerations":[68,207],"threats.":[70],"paper":[72],"presents":[73],"mixed-methods":[75],"study,":[76],"adopting":[77],"in-depth":[78,102],"interviews":[79,103],"collect":[81],"marketers\u2019":[82],"opinions":[83],"use":[86,163],"in":[90,105,119,131,143,178,233],"advantages":[94],"challenges.":[96],"data":[98],"was":[99,128],"collected":[100],"through":[101],"conducted":[104],"online":[106],"in-person":[108],"modes.":[109],"We":[110],"involved":[111],"114":[112],"representatives":[113],"different":[115],"companies":[116],"who":[117],"work":[118],"field":[121],"apply":[123],"techniques.":[125,196],"survey":[127,135,199],"carried":[129],"out":[130],"August-November,":[132],"2023.":[133],"showed":[136],"widely":[141],"used":[142],"management":[145,180],"for":[146],"deeper":[147],"understanding":[148],"consumers\u2019":[150],"behaviour,":[151],"optimization":[152],"product":[153],"design,":[154],"or":[155],"building":[156],"more":[157,176],"effective":[158],"advertising.":[159],"frequency":[161],"depends":[164],"category":[167],"since":[171],"some":[172],"them":[174],"applicable":[177],"due":[181],"lower":[183],"cost":[184],"reduced":[186],"complexity.":[187],"Also,":[188],"we":[189,200,212],"differentiated":[190],"six":[191],"groups":[192],"integrated":[194],"During":[197],"found":[201],"raises":[204],"certain":[205],"potential":[209],"threats":[210],"need":[213],"address":[215],"enhance":[217],"management.":[219,235],"study":[221],"results":[222],"enable":[223],"us":[224],"explain":[226],"practical":[227],"steps":[228],"implement":[230],"findings":[237],"may":[238],"be":[239],"implied":[240],"by":[241],"departments":[243],"while":[244],"planning":[245],"campaigns.":[247]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":4}],"updated_date":"2026-10-14T16:39:01.820549","created_date":"2024-01-15T00:00:00"}
