Análisis bibliométrico del concepto de neuromarketing en américa latina en el periodo 2015-2020.

Abstract

Neuromarketing has come to position itself as a trend that is revolutionizing commercial research with the support of new ICTs; Therefore, this interdiscipline has caused interest as a tool and field of knowledge. The objective of this research work was to present the state of the neuromarketing issue in Latin America in the 2015-2020 period, by collecting, reviewing and analyzing 47 academic articles related to the concept of neuromarketing, obtained through the different databases of data, catalogs or directories that index these publications. The methodology used was of mixed research nature with an exploratory and descriptive scope, the data was obtained through a non-exploratory design. In the data collection process, different academic web databases were navigated, obtaining characteristics of each document, therefore all the data was consolidated in a cross-sectional matrix. For the analysis of these data, spreadsheets, the Vosviewer software, and the Atlas TI software were used, highlighting the considerable points of relevance through three fundamental pillars characteristic of academic production, conceptualization and meanings, and finally its trends and current applications. In this way, the results obtained showed that academic production regarding the concept of neuromarketing had its greatest boom in 2017, some authors place neuromarketing as an interdiscipline due to its integration of marketing and neurosciences.