Abstract
Currently, there is an important debate on how social networks have affected relations between organizations and their audiences: originally complementary –since organizations had full control over the messages that they sent to users, who were mere consumers of information–, they are now symmetric –since users produce and disseminate information about organizations on a global scale through social media–. Therefore, one of the main concerns of organizations when investing in social networks is to connect with their target audience, to have virality, greater visibility and scope. Likewise, neuromarketing is gaining significant importance when it comes to predicting user behavior through biometric measurements, so it can be an essential tool for developing content that engages organizations and their audiences. The main objective of this work is to conduct a theoretical review of the main scientific research on the effectiveness of neuromarketing as a tool to improve the emotional connection between organizations and users in social networks. Thus, the scientific literature on the object under study available on the Web Of Science has been extensively reviewed. The results of the analysis of the main researches in this field reveal the importance of neuromarketing: some of them agree that the communicative effectiveness between organizations and audiences in social networks depends more on sociology and psychology than on technology itself. Neuromarketing has also allowed to demonstrate the relevance of the so-called social influence in social networks: users tend to imitate the behaviors of others, under the premise that these actions reflect the appropriate procedure. That is, when a user sees that others in their environment comment or share a post, they tend to replicate that action in order to avoid the fear of being the only one who behaves differently.
Highlights
Neuroscience is introducing new ways to understand various fields of scientific knowledge, among them, its contributions to understand the operation and effects of advertising on potential consumers must be highlighted. Morin (2011) indicates that the concept comes from the combination of “neuro” and “marketing,” which implies the fusion of two major fields of study
In order to contextualize this review, selected articles had to meet the following requirements: they focus on the study of social networks, carry out a research about the possibilities of these platforms for generating emotions and/or analyze the effects they produce on the user
The article is structured around three main blocks: a first section, which introduces the concept of neuromarketing and its influence on consumer decision-making; a second section, in which the characteristics and possibilities of social networks as platforms for generating emotions are reviewed; and a third section, focused on the effects they produce on the user: 1. Neuromarketing and consumer decision-making
Summary
Neuroscience is introducing new ways to understand various fields of scientific knowledge, among them, its contributions to understand the operation and effects of advertising on potential consumers must be highlighted. Morin (2011) indicates that the concept comes from the combination of “neuro” and “marketing,” which implies the fusion of two major fields of study (neuroscience and marketing). Neuroscience was developed by Gerald Zaltman, and aims to help marketers understand how the human brain is physiologically affected by advertising and marketing strategies (Lee et al, 2007). It is one of the newer branches of the advertising industry, as it is an emerging interdisciplinary field linking the knowledge of psychology and neuroscience to marketing (Gurgu et al, 2020). This science is in an embryonic state, as marketing professionals are just beginning to unveil the brain circuits involved in finding, choosing and purchasing a product. While many of the studies conducted by neuromarketers are commercial and, as such, do not go through the standards nor the review process imposed by academics, enough evidence has already been published to highlight some neurocognitive principles at play when consumers perceive advertising messages (Morin, 2011)
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