Innovation in neuromarketing and social media marketing

Abstract

Modern enterprises like Apple Inc. are setting trends in taking advantage of innovation, also on the marketing front. It is for this reason that the authors of this chapter have taken an interest in the activities undertaken by this company in the area of neuromarketing (NM). The purpose of this chapter is to identify NM activities undertaken by Apple Inc. and attempt to assess their standing in the minds of consumers. The research methods used for that purpose involved reviewing documents, direct observation, as well a diagnostic survey. The study showed that many Apple Inc. consumers have been unaware of the fact that the company engages in NM. In addition, the study found statistically significant differences when evaluating NM by gender. Furthermore, the paper discusses what actions the company should introduce in order to disseminate knowledge about NM and create a positive perception of NM in customer feedback. Such activities could also be introduced by a variety of market actors that employ NM strategies.