Brain, Behavior, and Digital Marketing: A Bibliometric and Thematic Analysis of Neuromarketing Research on Online Consumer Decision-Making

Hind El Bhilat; Zineb KEYT; Mohammed BAADDI; Amina BENNOUNA

Article Details

Brain, Behavior, and Digital Marketing: A Bibliometric and Thematic Analysis of Neuromarketing Research on Online Consumer Decision-Making

Authors:

Hind El Bhilat | Zineb KEYT | Mohammed BAADDI | Amina BENNOUNA

Publisher:

MOUSSA Abdelkarim

Journal:

African Journal of Business and Finance Vol.4 Issue 1, pp.0-0

Document Type:

Article

Publication Date:

6/2026

Document Language:

French

Document ID (Org No.):

2001846119

pISSN:

2820-7467

Abstract:

 Neuromarketing has emerged as a prominent interdisciplinary research field at the intersection of neuroscience, psychology, and digital marketing, providing novel insights into the cognitive and emotional processes underlying online consumer decision-making. Advances in neuroscientific technologies and data analytics have enabled researchers to move beyond traditional self-report methods and investigate consumers' subconscious responses to digital marketing stimuli. Despite the growing interest in this domain, the literature remains dispersed across multiple disciplines, making it difficult to identify its intellectual structure, dominant themes, and emerging research directions. This bibliometric study analyzes a corpus of 409 publications retrieved from the Scopus and Web of Science databases using performance analysis and science mapping techniques implemented through VOSviewer. The findings reveal the prominence of research streams related to consumer behavior, advertising effectiveness, decision-making processes, and neurophysiological measurement techniques such as EEG, fMRI, and eye-tracking. The analysis also highlights the increasing integration of artificial intelligence and machine learning in predicting consumer preferences and behavioral intentions. Furthermore, the results demonstrate a growing focus on digital environments, including social media, online advertising, and user experience design. By providing a comprehensive overview of the field, this study identifies key contributors, influential publication sources, thematic clusters, and emerging research trends. The findings underscore the growing convergence of neuroscience, marketing, and intelligent technologies, while emphasizing the need for greater interdisciplinary integration to advance the understanding of online consumer decision-making in digital environments.

Article Details

Brain, Behavior, and Digital Marketing: A Bibliometric and Thematic Analysis of Neuromarketing Research on Online Consumer Decision-Making

Authors: Hind El Bhilat | Zineb KEYT | Mohammed BAADDI | Amina BENNOUNA

Publisher: MOUSSA Abdelkarim

Journal: African Journal of Business and Finance Vol.4 Issue 1, pp.0-0

Document Type: Article

Publication Date: 6/2026

Document Language: French

Document ID (Org No.): 2001846119

pISSN: 2820-7467

Issues

Authors:

Hind El Bhilat | Zineb KEYT | Mohammed BAADDI | Amina BENNOUNA

Publisher:

MOUSSA Abdelkarim

Journal:

African Journal of Business and Finance Vol.4 Issue 1, pp.0-0

Document Type:

Article

Publication Date:

6/2026

Document Language:

French

Document ID (Org No.):

2001846119

pISSN:

2820-7467