The Role of Exponential Technologies to Propel Disruptive Innovation Under the Mediating Influence of Strategic Leadership
Advances in logistics, operations, and management science book series,
Год журнала:
2025,
Номер
unknown, С. 407 - 436
Опубликована: Янв. 24, 2025
In
the
modern
era
of
digital
world,
technology
service
providers
face
myriad
challenges
in
maintaining
their
competitiveness
and
profitability
due
to
rapid
dynamic
changes
subsequent
need
support
multiple
generations
technology.
Technology
leaders
must
embrace
innovation
become
strategic
business
partners
organization's
success.
Exponential
technologies
are
increasing
subsequently
putting
on
companies
perform.
those
innovations
that
continue
advance
exponentially,
with
disruptive
economic
lifestyle
effects.
Therefore,
this
descriptive
nature
study
is
likely
understand
role
exponential
fostering
strategies
leadership
likes
initiate
for
embracing
as
part
decisions
taken
by
leadership.
The
has
inferred
deep
significant
importance
influencing
organization
develop
an
ecosystem
promote
innovation.
Язык: Английский
Redefining Consumer Engagement in Virtual Spaces
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 415 - 430
Опубликована: Окт. 4, 2024
This
perspective
explores
the
integration
of
neuromarketing
and
metaverse
in
understanding
influencing
consumer
behavior.
Neuromarketing
combines
neuroscience
marketing
to
gain
insights
into
subconscious
reactions,
which
can
be
analyzed
real-time
within
virtual
environments
using
technologies
like
VR
AR.
The
offers
opportunities
for
personalized
marketing,
emotional
engagement,
enhanced
product
testing,
while
also
posing
challenges
such
as
cognitive
overload
ethical
concerns
related
data
privacy.
By
leveraging
metaverse,
brands
create
immersive
emotionally
resonant
experiences,
ultimately
driving
loyalty
sales.
Язык: Английский
Adoption of Artificial Intelligence in Marketing
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 1 - 32
Опубликована: Окт. 4, 2024
Artificial
intelligence
is
defined
as
the
capability
of
a
machine
to
perform
functions
like
problem-solving,
learning,
and
reasoning,
which
are
usually
carried
out
by
human
beings.
Growing
uses
AI
in
marketing
raise
concerns
about
how
should
be
controlled,
it
used
ethically,
affects
customers.
This
chapter,
therefore,
aims
at
identifying
moral
legal
implications
artificial
marketing.
The
present
study
adopted
descriptive
approach
looking
into
available
literature
signifying
adoption
light
ethical
issues
involved
It
concluded
that
future
applications
would
need
an
solution
if
they
ensure
responsible
successful
adoption.
paper
provides
guidelines
for
policymakers
marketers
on
can
use
activity
responsibly
ethically
while
wading
through
challenges
this
new
technology
raising.
Язык: Английский
Harnessing Emotional Engagement for Success
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 83 - 104
Опубликована: Окт. 4, 2024
This
chapter
delves
into
the
integration
of
emotional
engagement
and
neuromarketing,
which
leverages
insights
from
neuroscience
to
enhance
marketing
strategies.
Emotional
is
essential
for
capturing
consumer
attention
fostering
brand
loyalty.
Neuromarketing
employs
techniques
like
EEG,
fMRI,
eye-tracking
understand
responses
at
a
subconscious
level.
By
examining
recent
studies
applications,
this
highlights
effectiveness
neuromarketing
in
creating
emotionally
resonant
campaigns
discusses
future
directions
potential
ethical
considerations.
Язык: Английский
Multisensory Marketing and Its Effect on Brand Loyalty
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 295 - 330
Опубликована: Окт. 4, 2024
This
research
investigates
the
impact
of
multisensory
marketing
on
brand
loyalty,
focusing
consumer
preferences.
The
objectives
are
to
explore
how
sensory
elements
(visual,
auditory,
olfactory,
tactile,
and
gustatory)
influence
loyalty.
Employing
a
descriptive
design
mixed
methods
approach,
data
was
collected
via
convenience
sampling
cross-sectional
survey.
EDA
provided
initial
insights
into
data.
Multiple
Regression
analysis,
were
utilized
determine
relationship
between
Additionally,
Machine
Learning
applications,
such
as
classification
clustering,
employed
uncover
patterns
predict
behavior.
Findings
reveal
that
specific
significantly
enhance
providing
actionable
for
marketers
optimize
strategies.
study
contributes
understanding
intricate
dynamics
experiences
loyalty
in
contemporary
landscape.
Язык: Английский
Comprehensive Analysis of Neuromarketing Advancements and Consumer Neural Pathways
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 51 - 82
Опубликована: Окт. 4, 2024
Over
the
last
two
decades,
neuromarketing
has
emerged
as
a
pivotal
field,
bridging
gap
between
neuroscience
and
marketing
to
unravel
complexities
of
consumer
behavior.
This
study
presents
comprehensive
bibliometric
analysis
research,
spanning
from
2007
2023,
explore
evolution,
key
contributions,
dynamic
trends
within
this
interdisciplinary
domain.
Utilizing
Scopus
database
alongside
Biblioshiny
software,
analysed
dataset
comprising
143
articles
98
different
sources,
revealing
significant
growth
trajectory
in
publications,
particularly
noted
after
2010.This
not
only
maps
historical
landscape
but
also
sheds
light
on
emerging
methodological
advancements
that
are
shaping
future
practices,
offering
valuable
insights
enhance
understanding
psychology
design
effective
strategies.
Язык: Английский
The Role of AI and Machine Learning in Neuromarketing
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 177 - 196
Опубликована: Окт. 4, 2024
Artificial
Intelligence
(AI)
and
Machine
Learning
(ML)
techniques
are
turning
into
a
revolution
in
the
growth
of
neuromarketing
field
various
advanced
that
can
engage
customer
provide
better
insights.
Starting
with
an
analysis
these
technologies
their
significance
marketing
context
environment,
this
chapter
introduces
neuromarketing's
applications
AI
ML.
Together
instruments
stages
relevant
to
investigation,
it
considers
technological
background,
such
as
neural
nets,
deep
learning,
predictions.
The
also
briefly
practical
also,
illustrating
how
artificial
intelligence
machine
learning
assess
buyer
behaviour
develop
suitable
strategies
optimise
customers'
experiences.
campaigns
mentioned
creative
planning
or
specific
activities
applied
presented
readers
through
perceptible
case
studies.
Язык: Английский
Research Insights and Trends in Neuroscience and Consumer Behaviour
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 177 - 200
Опубликована: Окт. 11, 2024
Of
lately,
there
has
been
a
rise
in
interest
the
idea
of
studying
consumers'
emotional
and
cognitive
responses
using
neuroscientific
approaches.
A
branch
neuroeconomics
known
as
“neuromarketing”
or
“consumer
neuroscience,”
this
field
applies
findings
from
studies
brain
to
marketing-related
issues.
The
purpose
study
is
conduct
bibliometric
analysis
uncover
advances,
research
trends,
insights
consumer
behaviour
utilizing
neuromarketing.
Neuromarketing
are
main
elements
study,
which
suggests
new
way
organize
results
make
evidence
evaluation
easier.
Data
extracted
Scopus
database
gain
deeper
into
body
literature
achieve
objectives.
Using
tools
such
VoS
Viewer,
analyses
data
obtain
findings.
Язык: Английский
Neuromarketing and Financial Decision Making
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 125 - 154
Опубликована: Окт. 11, 2024
Neuromarketing
itself
represents
an
application
of
neuroscience
to
marketing,
guiding
the
very
neural
and
emotional
mechanisms
consumer
behavior
providing
important
insights
into
financial
decision-making.
EEG
functional
magnetic
resonance
imaging
are
two
techniques
researchers
use
trace
ways
in
which
stimuli,
including
investment
options,
risk
assessments,
product
advertisements,
activate
different
regions
brain.
This
paper
is
aimed
at
analyzing
role
neurological
processes
research
found
out
that
consumers
likely
engage
trust
if
commercials
presentations
arouse
positive
responses.
These
findings
mean
through
neuromarketing
concepts
marketing
development
plans,
institutions
would
increase
confidence
engagement
customers
their
services
bring
about
more
efficient
client-oriented
services.
Язык: Английский
Neuromarketing Intelligence to Understand Customer Behaviour
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 123 - 154
Опубликована: Окт. 4, 2024
For
a
long
time,
neuromarketing
has
garnered
significantly
greater
attention
when
it
comes
to
understanding
customer
behaviour.
However,
the
field
diverged
and
become
fragmented.
As
result,
purpose
of
this
article
is
perform
thorough
study
existing
literature
in
order
know
how
can
helps
understand
behaviour,
develop
conceptual
framework.
This
conducts
systematic
review
based
on
PRISMA
framework
398
Scopus-indexed
articles
published
since
2005.
Based
synthesis,
created
that
depicts
antecedents,
mediators,
outcomes
research
better
consumer
Furthermore,
work
recognized
some
ignored
areas
suggested
options
research.
To
best
author's
knowledge,
first
behaviour
during
2005
2022.
Язык: Английский