Application of Deep Learning in Neuromarketing Studies of the Effects of Unconscious Reactions on Consumer Behavior

Glova, Bogdan; Mudryk, Ivan

doi:10.1109/dsmp47368.2020.9204192

Cited by 4 publications

(2 citation statements)

References 2 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…On the other hand, image recognition is a computational technique that helps classify images by identifying important elements within an image (e.g., a face or a tree). The objective of this technique is to train algorithms to recognize images and discern them; in search engine and neuromarketing, image recognition can help predict what people will click on or what kind of imagery will have the highest probability of being considered (Glova & Mudryk, 2020). However, in the case of this article, this technique is used specifically to understand how people with Down syndrome are represented in UGC discussions and the visual narrative that surrounds them.…”

Section: Sma: Techniques and Applicationsmentioning

confidence: 99%

Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram

Bernardi

Alhamdan

2022

Journal of Philanthropy and Marketing

View full text Add to dashboard Cite

Introduction: Social media listening and monitoring of user-generated content (UGC) in commercial marketing is central to measuring social media users' perceptions of a brand or company. Applications of social media analytics (SMA) have become common practice in marketing and are employed to predict consumer behavior. However, critical reflections on SMA applications to nonprofit marketing are lacking, despite the increased usage of SMA by nonprofit organizations. Objective: The article proposes to apply SMA to analyze UGC and identify how computational methodologies can help bolster strategic communication for nonprofit organizations and drive marketing strategy. Methodology: The article presents results from a 2-year (October 2017-January 2020) social media monitoring of the hashtag #DownSyndrome on Twitter and Instagram. SMA tools will be used. Specifically, sentiment analysis and topic modeling are employed to analyze tweets and Instagram posts, while image classification is used to analyze Instagram images. Findings: The results highlight a strong stereotypical characterization of people with Down syndrome in content that is generated by social media users and identify possibilities and challenges ahead of nonprofit organizations pushing specific agendas. Originality and Contribution: This study is the first to offer a review of SMA, apply them to a nonprofit context and reflect on aspects of representation and stereotypization through them. It ultimately proposes to support nonprofit and voluntary marketing research and practice by integrating UGC research and computational techniques into the broader discussion of ethical content strategy in social media nonprofit marketing.

show abstract

Section: Sma: Techniques and Applicationsmentioning

confidence: 99%

Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram

Bernardi

Alhamdan

2022

Journal of Philanthropy and Marketing

View full text Add to dashboard Cite

show abstract

“…Based on this problem, the marketing party obtains information to increase sales by utilizing neuromarketing by identifying consumer impulse responses. Since the brain is invisible to the naked eye, neuromarketing makes it possible to know more about it [11]. The term neuromarketing is a combination of neuroscience and marketing [12].…”

Section: Introductionmentioning

confidence: 99%

Study of Neuromarketing: Visual Influence with Decision Making on Impulse Buying

Januar

Fauzi

Ariyanti

et al. 2021

KINETIK

View full text Add to dashboard Cite

Marketing trends have been increasing in the last few decades. Products need good branding and the right marketing strategy. Various marketing methods have been widely done, and one of them is with the study of neuroscience, especially neuromarketing. Neuromarketing is used to seek the influence of marketing stimuli on consumers and objective data through advances in neurology by utilizing human senses such as restraint, smell, taste, and touch. Measurements of neuromarketing responses to the brain can use electroencephalography signals (EEG). Measurement is done with the visual stimulus of consumers when making decisions. To analyze consumer interests, the majority still using qualitative methods, but it is still considered less effective due to many uncertain factors. In this study, neuromarketing responses were measured to the human brain using (EEG) signal analysis. Data collection was conducted on 11 respondents with a stimulus in the form of different product colors and was affected by changes in light intensity. For pre-processing used bandpass filters to get beta signals in the absence of noise. Then the data will be processed using Fast Fourier Transform (FFT) and energy extraction as characteristic extraction and classification of Support Vector Machines (SVM) in the signal pattern recognition process. The results of testing the best feature combination parameters showed an accuracy value of 72% with a combination of magnitude and phase features. By using the range of phase feature values obtained an accuracy of 67% for signal pattern recognition respondents.

show abstract

Power of aroma marketing in branding: Design of available methological approaches

Waldhauserová,

Nagyová

International Scientific Conference INPROFORUM

View full text Add to dashboard Cite

Traditional marketing methods are for today's purposes and influence are in short supply on the market. The dynamics of changes in the market and the rapid growth of competition means: that on the one hand, there is big pressure on brand sustainability, on the other hand, this situation brings opportunities for implementing innovative approaches in the marketing strategies of the brand. One of the innovations is aroma marketing, one of the directions of sensory marketing. For the application of fragrance in branding, knowledge from a field called neuromarketing is used, which (using neuroscientific tools) provides results about consumer behavior, decision-making, and emotions. For this purpose, a systematic review of the existing literature was carried out, and then the potential of using aroma marketing in branding was described. The records obtained allowed an in-depth insight into how the application of fragrance can contribute to understanding consumers' emotional and decision-making responses to strengthen the brand's marketing strategy.

show abstract

Application of Deep Learning in Neuromarketing Studies of the Effects of Unconscious Reactions on Consumer Behavior

Cited by 4 publications

References 2 publications

Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram

Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram

Study of Neuromarketing: Visual Influence with Decision Making on Impulse Buying

Power of aroma marketing in branding: Design of available methological approaches

Contact Info

Product

Resources

About