The Enhancing Islamic Advertising Effectiveness Through Emotional Processes and Consumer-Centric Elements

Alsharif, Ahmed H.

doi:10.1109/sibf60067.2023.10379973

2023 International Conference on Sustainable Islamic Business and Finance (SIBF) 2023

DOI: 10.1109/sibf60067.2023.10379973

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The Enhancing Islamic Advertising Effectiveness Through Emotional Processes and Consumer-Centric Elements

Ahmed H. Alsharif

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2024

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Cited by 2 publications

References 38 publications

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Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

Alsharif,

Mohd Isa

2024

Futur Bus J

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This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" and "functional magnetic resonance imaging or fMRI." Utilizing the PRISMA framework and R package software, we analyzed thirty-six Scopus-indexed articles. The USA and California Institute of Technology emerged as leading contributors, with Rangel, A., and Reimann, M., as notable authors. Prominent themes include 'advertising,' 'product,' 'price,' and 'brand', with the “Journal of Consumer Psychology” and “Journal of Neuroscience” being key publications. The most cited article is "Marketing actions can modulate neural representations of experienced pleasantness," with 620 citations. In addition, fMRI has been used to study consumer behavior (impulsiveness, reward, emotion, decision-making, and memory) toward marketing stimuli such as price (WTP), advertising (celebrity endorsement, MSV), product (packaging design), and brand (Halal logo, label, and personality). This study provides an invaluable literature review matrix and detailed insights into the current trends in global neuromarketing research utilizing fMRI. This study highlights the significant impact of fMRI in both academic and commercial realms, offering new insights for targeted marketing and consumer behavior research. It provides valuable guidance for developing more effective advertising strategies, understanding consumer decision-making processes, enhancing business performance, and collaborating academically.

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Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

Alsharif,

Mohd Isa

2024

Futur Bus J

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Tools in Marketing Research: Exploring Emotional Responses to Stimuli

Alsharif,

Khraiwish

2024

Sci. Ann. Econ. Bus.

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Electromyography (EMG), galvanic skin responses (GSR), and electrocardiogram (ECG) tools have been used to investigate emotional responses to marketing stimuli, encompassing advertisements, product packaging, and brand logos. However, despite the widespread application of EMG, GSR, and ECG tools in neuromarketing research, a comprehensive synthesis of their collective impact remains conspicuously absent. Addressing this gap is the primary goal of the present review paper, which systematically scrutinizes recent studies employing EMG, GSR, and ECG to assess emotional responses to marketing stimuli. Employing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, relevant articles were meticulously extracted from the Scopus database, spanning the years 2009 to 2022, including twenty articles for detailed analysis. The outcomes of this review underscore the unique insights offered by these tools into emotional reactions, emphasizing that their collective utilization can afford a more comprehensive understanding of these intricate processes. This propels advancements in comprehending the pivotal role of emotions in consumer behavior and serves as a guidepost for future research directions in this burgeoning field. Ultimately, this paper aims to furnish a broad understanding and detailed insights into the current trends within neuromarketing research, specifically employing EMG, GSR, and ECG tools.

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The Enhancing Islamic Advertising Effectiveness Through Emotional Processes and Consumer-Centric Elements

Cited by 2 publications

References 38 publications

Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

Tools in Marketing Research: Exploring Emotional Responses to Stimuli

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