16 research outputs found
Thirty-eight years of 'wellbeing' research: bibliometric analysis of open access documents
No full textThe purpose of the study was to explore the theme 'Wellbeing' in open access documents from 1982 to 2020. Scopus database was used to conduct the bibliometric analysis of 9604 open access documents. VOSviewer software was used to analyse the research articles associated with 'Wellbeing' research. Search was limited to keywords of 'Wellbeing' and 'Well-being'. Only articles of English language and open access from 1982 to the year 2020 was selected for the analysis. Results of bibliometric maps revealed that the United Kingdom was having the highest total link strength among all the countries globally. International Journal of Environmental Research and Public Health published by MDPI AG was at the top in publishing the open access documents pertaining to 'Wellbeing' search and the most prolific author was Bruera, Éduardo D. The highest number of open access publications were happened in the field of Medicine. Quality of life, health, mental health, depression, and physical activity were the major keywords that were associated with central theme 'Wellbeing'. This study, to best of our knowledge, is the first of its kind in mapping the wellbeing in open access documents of Scopus. This will aid in future research directions for the researchers
Organisational ambidexterity and social enterprise performance: A Ghanaian perspective
No full textBackground: Despite the important role of social enterprises in addressing the gaps in social service and infrastructure provision by national governments, the organisational capabilities that make social enterprises competitive and effective are still under-researched in emerging economies.
Aim: The purpose of the study is to extend the extant studies on the nexus between organisational ambidexterity and firm performance to the social enterprise context. More specifically, we draw on the Dynamic Capability Theory to investigate business-like social enterprises in Ghana and how organisational ambidexterity (i.e. exploitation and exploration) influences their social and economic performance.
Setting: Organisational ambidexterity was tested on 317 randomly selected social enterprises in Ghana.
Method: The study employed a quantitative research design via a survey questionnaire while the structural equation modelling technique in Analysis of a Moment Structure (AMOS) software was used to test the study’s hypotheses.
Results: It was found, among other things, that both exploration and exploitation are positively and significantly related to social performance (social marketing achievement and social value creation) and economic performance (commercial marketing achievement and economic value creation) of social enterprises. That is, the simultaneous pursuit of exploitative and explorative initiatives does not decrease but increase social enterprise performance. These results defy the conventional wisdom that the trade-off between exploitative and explorative functions may decrease organisation efficiency and bring unnecessary costs.
Conclusion: Organisational ambidexterity can be considered a cradle of strategic revitalisation and competitive advantage for social enterprises enhancing social and economic performance. Therefore, we suggest that social entrepreneurs should pursue exploitative and explorative ambidexterity simultaneously through appropriate structural ambidexterous mechanisms like structural separations or contextual ambidexterous mechanisms such as non-structural separations of units
Neuromarketing research in the last five years: a bibliometric analysis
No full textNeuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years. In this article, we have followed the Preferred Reporting Items for Systematic Review and Meta-analyses (PRISMA) framework and a bibliometric analysis to select empirical and review papers that used NM tools in the last five years. We have extracted and analysed twenty-four documents from the Scopus database to answer our study questions. We found that electroencephalography (EEG) is the most popular neuroimaging tool in neuromarketing research, wherein has been used almost thirteen times. Followed by eye-tracking (ET) and galvanic skin response (GSR) as the most physiological tools, wherein have been applied almost four times for each tool. We hope that this study provides valuable insights into the common NM tools used in marketing research
Tendencias globales de investigación en neuromarketing: 2015-2020
No full texthe growth interesting in discovering the consumers’ behaviours, emotional and cognitive processes in marketing research have led to an increasing number of publications. This paper evaluates the global research trends in the neuromarketing/consumer neuroscience domain based on the most productive journals, countries, institutions, authors, the number of documents and citations. This paper was structured based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework in selecting all relevant documents for this bibliometric study. A total of 119 documents have been extracted and analysed from the Scopus database. The findings revealed that Spain is the leading country in this field of research with 21 publications, and the most productive institution was Universidad Complutense de Madrid, with seven documents. In addition, Ma, Q. is the most prolific author with four publications and 11 citations. Interestingly, although Frontiers in Psychology is the most productive journal with 11 publications, the Comunicar journal has the highest average citation per item. Keywords and citation analysis are highly significant to know the most impactful documents and words in neuromarketing. For example, EEG (18 occurrences and 43 total link strength) mean EEG occurrence 22 times, and total link strength for these occurrences are 43 links with neuromarketing theme. Chew L.H. et al., have published the most cited document with 27 citations. We believe that our study will provide a comprehensive overview of global trends in the neuromarketing domain. El creciente interés en el descubrimiento de los comportamientos emocionales y de los procesos cognitivos de los consumidores, en la investigación de mercados ha llevado a un número creciente de publicaciones. Este artículo evalúa las tendencias de investigación global en el dominio del neuromarketing / neurociencia del consumidor con base en las revistas científicas más productivas, los países, las instituciones, los autores, y el número de documentos y citas. La estructura de este artículo está basado en el sistema Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) y selecciona todos los documentos relevantes para este estudio bibliométrico. Se han extraído y analizado un total de 119 documentos de la base de datos Scopus. Los hallazgos revelaron que España es el país líder en este campo de investigación con 21 publicaciones, y la institución más productiva fue la Universidad Complutense de Madrid, con siete documentos. Además, Ma, Q. es el autor más prolífico con cuatro publicaciones y 11 citas. Curiosamente, aunque Frontiers in Psychology es la revista más productiva con 11 publicaciones, la revista Comunicar tiene el promedio más alto de citas por ítem. El análisis de palabras clave y citas es muy significativo para conocer los documentos y palabras más impactantes en neuromarketing. Por ejemplo, EEG (18 apariciones y 43 fuerza de enlace total) significa la ocurrencia de EEG 22 veces, y la fuerza de vínculo total para estas apariciones son 43 vínculos con el tema del neuromarketing. Chew L.H. et al., ha publicado el documento más citado con 27 citas. 
Factors stimulating values micro-businesses attach to digital marketing devices is about here.
No full textFactors stimulating values micro-businesses attach to digital marketing devices is about here.</p
Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers
No full textThis paper aims to explore academicians’ perceptions and perspectives regarding the limitations, challenges, and potential solutions of neuromarketing implementations in the Malaysian context. A semi-structured interview with 16 academicians was conducted. The findings revealed that several issues had impeded the growth of neuromarketing, such as ethical and manipulation concerns, the high cost, the need for specialized expertise, lack of proper knowledge and understanding, the lack of financial resources, the lack of labs and facilities, and time requirements. Despite these obstacles, the academicians suggested several potential solutions to enhance the application of neuromarketing, such as establishing strong collaborative networks, providing labs and facilities, increasing financial resources, complying with laws and regulations, and reducing tools and experiment costs. This study will significantly contribute to the body of knowledge by increasing awareness of the potential difficulties in implementing neuromarketing techniques and helping to guide future research and development. This information can inform decision making by practitioners, researchers, and stakeholders, allowing them to make more informed decisions about using and implementing neuromarketing. To the best of the authors’ knowledge, no current study has identified avenues for future research in neuromarketing and the emerging challenges and limitations that researchers may face in Malaysia. The current paper aims to foster the application of neuromarketing by providing potential solutions to overcome the obstacles researchers face. Moreover, quantitative research is required to test, measure, and validate the items revealed in this study’s findings
Role of Augmented Reality in Changing Consumer Behavior and Decision Making: Case of Pakistan
No full textMarketers and advertisers ignore new technology and diverse marketing tactics when attempting to increase product exposure, customer engagement, customer behavior and buying intention in fashion accessory marketplaces in developing countries. This research sought to discover how the Augmented Reality (AR) experience influenced consumer behavior, buying intention and pleasure when purchasing a fashion item in developing countries. This study employs positivist ideas to investigate the connections between various factors, believing that reality is unwavering, stable, and static. Experiential marketing following stimulus exposure will gather cross-sectional data. The undertaken study has developed proper experimental design (within group) from business innovation models, for instance, uses and gratification and user experience models. User experience is disclosed by its four defining characteristics: hedonic quality (identification and simulation), aesthetic quality, and pragmatic quality. After encountering an enhanced user experience, users have a more favorable attitude about purchasing; in contrast, pleasure from using the application directly impacts buying intention. It was also shown that knowledge of AR apps impacts user experience and attitude. The novelty of this research is multifarious, for instance, the smart lab was used as a marketing technology to explore a virtual mirror of the Ray-Ban products. Secondly, the augmented reality experiential marketing activities have been developed by the developers as bearing in mind the four different aspects of the user experience—haptic, hedonic, aesthetic, and pragmatic. It should be functional, simple to learn and use, symmetrical, pleasant, and appealing, while fulfilling the unconscious emotional elements of a customer’s purchase. The research is the first known study in Pakistan to evaluate the influence of augmented reality on consumer proficiency and its consequent effects on attitude and satisfaction for fashion accessory brands. The research also advances the notion that application familiarity is the most important moderator between attitude and an augmented reality-enriched user experience, contradicting the prior studies, which focus on gender and age. This research has important theoretical implications for future researchers, who may wish to replicate the proposed final model in developed and developing countries’ fashion brands. This research also has imperative managerial implications for brand managers and marketing managers, who could include the recommendations of this study in their marketing strategies
