Designing IoT Infrastructure for Neuromarketing Research

Vasiljević, Tatjana; Bogdanović, Zorica; Rodić, Branka; Naumović, Tamara; Лабус, Александра

doi:10.1007/978-3-030-16181-1_87

Cited by 4 publications

(4 citation statements)

References 3 publications

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“… Price Çakar et al [ 34 ], Marques et al [ 22 ], Çakir et al [ 24 ], Gong et al [ 35 ], Pilelienė and Grigaliūnaitė [ 36 ], Hsu and Chen [ 26 ], Boccia et al [ 37 ], Venkatraman et al [ 38 ], Baldo et al [ 39 ]. Promotion Soria Morillo et al [ 40 ], Yang et al [ 41 ], Cherubino et al [ 42 ], Soria Morillo et al [ 43 ], Vasiljević et al [ 44 ], Yang et al [ 45 ], Pilelienė and Grigaliūnaitė [ 36 ], Daugherty et al [ 46 ], Royo et al [ 47 ], Etzold et al [ 48 ], Chen et al [ 49 ], Casado-Aranda et al [ 50 ], Randolph and Pierquet [ 51 ], Nomura and Mitsukura [ 52 ], Ungureanu et al [ 53 ], Goyal and Singh [ 54 ], Oon et al [ 55 ], Singh et al [ 56 ]. ii.…”

Section: Methodsmentioning

confidence: 99%

“…Soria Morillo et al [40], Yang et al [41], Cherubino et al [42], Soria Morillo et al [43], Vasiljević et al [44], Yang et al [45], Pilelienė and Grigaliūnaitė [36], Daugherty et al [46], Royo et al [47], Etzold et al [48], Chen et al [49], Casado-Aranda et al [50], Randolph and Pierquet [51], Nomura and Mitsukura [52], Ungureanu et al [53], Goyal and Singh [54], Oon et al [55], Singh et al [56].…”

Section: Promotionmentioning

confidence: 99%

“…Among seven TV commercials displayed during the experiment, one commercial with strong images was analyzed for the adults' and older adults' reaction. Other than them, Vasiljević et al [44] used Nestle advertisement to measure consumer attention though pulse analysis; Daugherty et al [46] replicated an experiment of Krugman (1971) using both TV advertisements and print media advertisements to recognize how consumers look and think; Royo et al [47] focused on consumer response while viewing advertisements of sustainable product designs. For their experiment, an animated commercial was made containing verbal narrative of sustainable product and an existing commercial was used to convey the visual narrative of conventional product.…”

Section: Marketing Stimuli Used In Neuromarketingmentioning

confidence: 99%

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Technological advancements and opportunities in Neuromarketing: a systematic review

et al. 2020

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Neuromarketing has become an academic and commercial area of interest, as the advancements in neural recording techniques and interpreting algorithms have made it an effective tool for recognizing the unspoken response of consumers to the marketing stimuli. This article presents the very first systematic review of the technological advancements in Neuromarketing field over the last 5 years. For this purpose, authors have selected and reviewed a total of 57 relevant literatures from valid databases which directly contribute to the Neuromarketing field with basic or empirical research findings. This review finds consumer goods as the prevalent marketing stimuli used in both product and promotion forms in these selected literatures. A trend of analyzing frontal and prefrontal alpha band signals is observed among the consumer emotion recognition-based experiments, which corresponds to frontal alpha asymmetry theory. The use of electroencephalogram (EEG) is found favorable by many researchers over functional magnetic resonance imaging (fMRI) in video advertisement-based Neuromarketing experiments, apparently due to its low cost and high time resolution advantages. Physiological response measuring techniques such as eye tracking, skin conductance recording, heart rate monitoring, and facial mapping have also been found in these empirical studies exclusively or in parallel with brain recordings. Alongside traditional filtering methods, independent component analysis (ICA) was found most commonly in artifact removal from neural signal. In consumer response prediction and classification, Artificial Neural Network (ANN), Support Vector Machine (SVM) and Linear Discriminant Analysis (LDA) have performed with the highest average accuracy among other machine learning algorithms used in these literatures. The authors hope, this review will assist the future researchers with vital information in the field of Neuromarketing for making novel contributions.

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Section: Methodsmentioning

confidence: 99%

Section: Promotionmentioning

confidence: 99%

Section: Marketing Stimuli Used In Neuromarketingmentioning

confidence: 99%

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Technological advancements and opportunities in Neuromarketing: a systematic review

et al. 2020

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“…This work proposes interdisciplinary dialogues that overlay software engineering frameworks within marketing viewpoints, as well and their implications for current marketing practices. Vasiljević, et al (2019) propose the design and experimentation with an IoT Infrastructure for neuromarketing research. Arthmann analyze the possibilities opened by IoT technologies to study consumers' sensorimotor, cognitive, and affective response to marketing stimuli.…”

Section: Iot Technologies and Their Business Adoptionmentioning

confidence: 99%

IOT-Enhanced Digital Marketing Conceptual Framework

Badica

Mitucă²

2021

BRAIN

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The research proposed in this paper regards the appropriateness and possibility of enhancing digital marketing with IoT technologies. The contribution of this paper is a novel digital marketing conceptual framework based on the ubiquitous and pervasive IoT technologies, empowered by the synergies of edge, fog and cloud computing. Our proposal is grounded into the general framework of digital marketing research proposed by Kannan and Li, as well as on the comprehensive agent-based IoT paradigm, thoroughly analysed by Savaglio et al. This framework is capable to seamlessly support the emergent marketing approaches including: contextual marketing, intelligent marketing, and omniscient marketing. On the other hand, this proposal can also benefit from the techniques and methodologies for building secure and robust IoT systems that were recently proposed by Pešić et al, for increasing the security and trust of IoT-based digital marketing ecosystems.

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The Design of Social Coupons Used as a Digital Promotional Tactic

Correia

Simões

2021

Advances in Intelligent Systems and Computing

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Designing IoT Infrastructure for Neuromarketing Research

Cited by 4 publications

References 3 publications

Technological advancements and opportunities in Neuromarketing: a systematic review

Technological advancements and opportunities in Neuromarketing: a systematic review

IOT-Enhanced Digital Marketing Conceptual Framework

The Design of Social Coupons Used as a Digital Promotional Tactic

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