The Neuromarketing Concept in Artificial Neural Networks: A Case of Forecasting and Simulation from the Advertising Industry

Abstract

This research aims to examine a neural network (artificial intelligence) as an alternative model to examine the neuromarketing phenomenon. Neuromarketing is comparatively new as a technique for designing marketing strategies, especially advertising campaigns. Marketers have used a variety of different neuromarketing tools, for instance functional magnetic resonance imaging (fMRI), eye tracking, electroencephalography (EEG), steady-state probe topography (SSPT), and other expensive gadgets. Similarly, researchers have been using these devices to carry out their studies. Therefore, neuromarketing has been an expensive project for both companies and researchers. We employed 585 human responses and used the neural network (artificial intelligence) technique to examine the predictive consumer buying behavior of an effective advertisement. For this purpose, we employed two neural network applications (artificial intelligence) to examine consumer buying behavior, first taken from a 1–5 Likert scale. A second application was run to examine the predicted consumer buying behavior in light of the neuromarketing phenomenon. The findings suggest that a neural network (artificial intelligence) is a unique, cost-effective, and powerful alternative to traditional neuromarketing tools. This study has significant theoretical and practical implications for future researchers and brand managers in the service and manufacturing sectors.

Relationship between Different Dimensions of Workplace Spirituality and Psychological Well-Being: Measuring Mediation Analysis through Conditional Process Modeling

“…Initially, we circulated 1000 questionnaires, and we received 873 questionnaires complete in a comprehensive manner. Hence, the response rate was 87.30%, which was considered to be a good number [ 2 , 85 , 86 , 91 ]. In our total sample size, we obtained 490 (56.1%) responses from males and 383 (43.9%) responses from females.…”

“…Therefore, the findings reflect that job stress should be reduced to achieve optimal performance from university teachers, and job stress damages the psychological well-being of a university teacher [ 38 , 52 , 59 ]. The relationship between these two variables is a significant negative mediate relationship, which explains that the higher the stress level lower would be the psychological well-being [ 2 , 54 ]. The mean of job stress in the current study is more significant, which means the level of job stress is high in participants, even in the presence of moderate workplace spirituality due to the presence of high job stress levels and employee level of psychological well-being.…”

“…In 880 filled questionnaires, we found that 873 respondents, including male and female teachers, had comprehensively filled the questionnaires. Therefore, the response rate was recorded at 87.30%, which is considered a good number [ 2 , 85 , 86 ].…”

“…At times, this role becomes a source of competition and thus becomes more stressful than any other job. Therefore, it can be concluded that the pursuit of a long and successful career even in academia is challenging and arduous, making faculty members vulnerable to risks of compromised well-being [ 1 , 2 ], because faculty members within their role have several other responsibilities, like undertaking research, administrative tasks, winning external grant projects, and teaching the most important. It, coupled with working extra time for other administrative or research-related jobs, with no such significant salary increases, makes it even more challenging [ 3 ].…”

“…Feeling part of the community (connecting with others) is essential for spiritual growth [ 1 ]. This important spiritual dimension in the workplace occurs at the group level, where employees meet with others who work hand in hand with each other and develop strong communication between people [ 2 , 28 ].…”