Tendencias emergentes en "neuromarketing": análisis bibliométrico con CiteSpace (2017-2021)
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2023
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Universidad Rey Juan Carlos
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Lyu, D., & Mañas-Viniegra, L. (2023). Tendencias emergentes en ’neuromarketing’: análisis Bibliométrico con CiteSpace (2017-2021). index.Comunicación, 13(2), 75–95. https://doi.org/10.33732/ixc/13/02Tenden
Abstract
Neuromarketing es un término que se ha utilizado con frecuencia en los artículos de investigación en los últimos años. El objetivo de esta investigación es revelar los puntos críticos y las tendencias de la investigación en neuromarketing con un análisis bibliométrico y visual basado en 972 artículos publicados entre 2017 y 2021 en Scopus y Web of Science Core Collection con el software CiteSpace, que incluyó la distribución temporal de los artículos publicados, co-ocurrencia de autores de investigación científica, instituciones, palabras clave, regiones y análisis de palabras claves emergentes. El número de trabajos académicos en este campo ha mostrado una tendencia de crecimiento continuo en esta media década y alcanzó su punto máximo en 2021. Los países más productivos, como EE.UU. y China, mostraron una red de cooperación internacional menor, mientras que los países europeos Reino Unido, España y Suiza tuvieron un desempeño relativamente activo. Se estima que la investigación se centrará en el reconocimiento y la emoción de los sujetos, mientras que la publicidad, el producto y la preferencia del consumidor seguirán siendo el foco de investigación.
Neuromarketing is a term that has frequently been used in re-search articles in recent years. The aim of this study is to reveal the most important aspects and trends in neuromarketing research based on a bibliometric and visual analysis of 972 papers published between 2017 and 2021 in Scopus and the Web of Science Core Collection. CiteSpace software was used for the analysis, which included the time frame of published articles, co-occurrence among scientific researchers, institutions, keywords, regions, and the analysis of emerging keywords as well. The number of academic papers in this field showed a trend toward continuous growth during the half decade time period mentioned, reaching its peak in 2021. The most productive coun-tries were the USA and China, which displayed a reduced network of international cooperation, while European countries such as the UK, Spain and Switzerland showed relatively active commitment. Further studies are expected to centre on the recognition and emotion, experienced by subjects, while advertising, product, and consumer preferences will continue to be the main focus of research.
Neuromarketing is a term that has frequently been used in re-search articles in recent years. The aim of this study is to reveal the most important aspects and trends in neuromarketing research based on a bibliometric and visual analysis of 972 papers published between 2017 and 2021 in Scopus and the Web of Science Core Collection. CiteSpace software was used for the analysis, which included the time frame of published articles, co-occurrence among scientific researchers, institutions, keywords, regions, and the analysis of emerging keywords as well. The number of academic papers in this field showed a trend toward continuous growth during the half decade time period mentioned, reaching its peak in 2021. The most productive coun-tries were the USA and China, which displayed a reduced network of international cooperation, while European countries such as the UK, Spain and Switzerland showed relatively active commitment. Further studies are expected to centre on the recognition and emotion, experienced by subjects, while advertising, product, and consumer preferences will continue to be the main focus of research.