Trends and Evolution of Neuromarketing research in understanding consumer behavior: A Bibliometric Analysis

Authors

  • Loso Judijanto IPOSS Jakarta, Indonesia

DOI:

https://doi.org/10.58812/wsjee.v3i04.2429

Keywords:

Neuromarketing, Consumer Behavior, Bibliometric Analysis, Artificial Intelligence

Abstract

This stu⁠dy performs a bib‍liometric analys​is to delineate the‌ patterns and progress of⁠ ne‌uromar‍keting research from 2000 to 20​23.  The st​udy finds signif⁠icant themes, includ‌i⁠n‍g "consumer behavio⁠r," "neurom‍arketing,"‍ an​d t‍he integr‍at‌ion of emerging‍ tec⁠hnologies such as artificial intelligence‍ and machi‌ne lea⁠rning‍, through the ana‍lysis of papers‍ indexed in Scopus.  The re⁠sults in‍d​ic‌ate robust i‍nt⁠e‌rn‍ational cooperation, especially among n‍ations s‍u‌ch as t⁠he United States, I⁠nd‍ia, and Spain.  The research under‌sc⁠ores t‌he transi‍tion fro⁠m c​onventional me‌thods to sophisti⁠c⁠ated neuroimag​in​g te‌c‌h​niques an‌d accentuates th⁠e incr​easing significance o‌f techno‍l‍og‌y in comprehend‍ing consu​mer be‌havior.  The ana⁠lysis​ offers sig⁠nif‍icant​ insights in⁠to⁠ t‍he field's evolution; h⁠owever, its​ r‌each is con​fined to Scopus-in⁠dexed articles. F⁠uture research could broaden t​his scope by inc​orp​orating industry​-focused studies or qualitative co⁠ntent anal‍yses.  The res‍ults pro⁠vide actionab‍le‌ insights for marketer‍s and researchers seeking to implement ne​uromarketin‍g methods to enhance marketi‌ng efforts.

References

[1] N. Lachlan and O. Smith, “Determining factors for startup success in indonesia: Perspective of young entrepreneurs,” Startupreneur Bus. Digit. (SABDA Journal), vol. 3, no. 2, pp. 115–122, 2024.

[2] P. A. Danarahmanto, I. Primiana, Y. Azis, and U. Kaltum, “The sustainable performance of the digital start-up company based on customer participation, innovation, and business model,” Bus. Theory Pract., vol. 21, no. 1, pp. 115–124, 2020.

[3] S. N. Ayu, F. Fuadi, and A. H. Syarif, “Analisis Perceived Enjoyment Dan Perceived Ease Of Use Untuk Pembayaran Digital Menggunakan Layanan Gopay Pada Masyarakat di Bandar Lampung,” EKOMA J. Ekon. Manajemen, Akunt., vol. 4, no. 2, pp. 4452–4466, 2025.

[4] Y. D. Safitri, R. Pebriana, and E. Suasri, “Prioritizing Success Factors for Start-ups in Indonesia Using the Best Worst Method (BWM): A Decision-Making Approach,” Front. Manag. Sci., vol. 1, no. 2, pp. 29–36, 2024.

[5] I. S. Rozas and M. Er, “Internal and External Challenges in Digital Startup Ecosystem: A Systematic Literature Review,” in 2024 2nd International Symposium on Information Technology and Digital Innovation (ISITDI), 2024, pp. 142–148.

[6] M. F. I. A. Nugraha and A. Wibowo, “Entrepreneurial Competence, Orientation And Product Innovation: Drivers Of Msmes Success In Ok Oce Indonesia,” J. Pendidik. Ekon. Perkantoran, dan Akunt., vol. 6, no. 2, pp. 307–321, 2025.

[7] C. Fu, L. Indiran, and U. H. A. Kohar, “Entrepreneurship Orientation (EO) and Innovation: A Systematic Review,” KnE Soc. Sci., pp. 368–398, 2024.

[8] S. R. Perera, “Entrepreneurial orientation and export performance in emerging market SMEs: The role of absorptive capacity, explorative and exploitative learning and networking.” The University of Waikato, 2024.

[9] A. C. Iherobiem, M. E. Ariyibi, and O. A. Shokoya, “Entrepreneurial orientation and performance of business enterprises,” Izv. J. Econ. Manag. Informatics, pp. 298–311, 2023.

[10] Z. Zhang, X. Wang, and M. Jia, “Echoes of CEO entrepreneurial orientation: How and when CEO entrepreneurial orientation influences dual CSR activities,” J. Bus. Ethics, vol. 169, no. 4, pp. 609–629, 2021.

[11] G. Linton, “Innovativeness, risk-taking, and proactiveness in startups: a case study and conceptual development,” J. Glob. Entrep. Res., vol. 9, no. 1, p. 20, 2019.

[12] A. Gaweł, “Atrybuty przedsiębiorczości–orientacja przedsiębiorcza oraz jej konstrukt i wymiary,” 2023.

[13] S. Beckman, “Product Innovation,” in The Palgrave Encyclopedia of Strategic Management, Springer, 2018, pp. 1341–1344.

[14] H. Grupp and S. Maital, “Managing new product development and innovation,” A Microecon. Toolbox, 2001.

[15] J. Hatammimi and I. Amelya, “The Influence of Product Innovation Orientation on the Business Performance of the Coffee Shops in Bekasi City, Indonesia,” 2024.

[16] S. T. I. E. S. Agung, “Meninjau Hubungan Antara Penggunaan Media Sosial dan Orientasi Pasar Terhadap Kinerja Bisnis Sektor UMKM”.

[17] D. U. Sutiksno, M. M. Tanihatu, C. I. Tjokro, and V. F. Nahuway, “The Influence of Market Orientation, Product Innovation, Digital Marketing, and Brand Equity on Business Performance in Creative Startups,” Eastasouth Manag. Bus., vol. 3, no. 03, pp. 651–664, 2025.

[18] F. Kartika, “The role of innovation in startup success: A comprehensive review,” Adv. J. Ekon. Bisnis, vol. 2, no. 1, pp. 46–58, 2024.

[19] Y. M. Argaw and Y. Liu, “The Pathway to Startup Success: A Comprehensive Systematic Review of Critical Factors and the Future Research Agenda in Developed and Emerging Markets,” Systems, vol. 12, no. 12, p. 541, 2024.

[20] N. Yildirim and Y. Maz, “A Thematic Analysis of Literature on the Startup Assessment Criteria: Startup Success Factors Revisited,” Human-Centric, Sustain. Resilient Organ. Digit. Age, pp. 303–328, 2025.

[21] T. S. Agustina and M. E. P. Arganata, “Determining Factors in SMEs Innovation Performance: An Empirical Study in Indonesia,” INOBIS J. Inov. Bisnis dan Manaj. Indones., vol. 6, no. 2 SE-, pp. 149–162, May 2023, doi: 10.31842/jurnalinobis.v6i2.265.

[22] S. Kraus, H. Li, Q. Kang, P. Westhead, and V. Tiberius, “The sharing economy: a bibliometric analysis of the state-of-the-art,” Int. J. Entrep. Behav. Res., vol. 26, no. 8, pp. 1769–1786, Jan. 2020, doi: 10.1108/IJEBR-06-2020-0438.

[23] M. Cvijić Čović, J. Borocki, V. Djaković, A. Vekić, and A. Okanović, “Entrepreneurial Strategic Orientation: Prerequisite for SMEs Success in IoT and Digital Transformation Sphere?,” Systems, vol. 11, no. 6, p. 272, 2023.

[24] M. F. Nursal, M. R. Rianto, and E. Bukhari, “The Influence of Market Orientation, Entrepreneurial Orientation, Knowledge Management and Learning Organization on Performance Mediated by Innovation in Culinary SME’s in Bekasi,” East Asian J. Multidiscip. Res., vol. 1, no. 8, pp. 1691–1702, 2022.

Downloads

Published

2025-11-30

Issue

Vol. 3 No. 04 (2025): West Science Journal Economic and Entrepreneurship

Section

Articles

License

Copyright (c) 2025 Loso Judijanto

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Trends and Evolution of Neuromarketing research in understanding consumer behavior: A Bibliometric Analysis (L. Judijanto , Trans.). (2025). West Science Journal Economic and Entrepreneurship, 3(04), 580-591. https://doi.org/10.58812/wsjee.v3i04.2429