CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE
The increasing complexity of marketing communication efforts in digital consumption culture requires a deeper understanding and measurement of their impact. Neuroscience techniques have become essential in this regard, and this paper proposes conceptual level strategy recommendations for understandi...
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| Format: | Article |
| Language: | English |
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Mehmet Akif Ersoy University
2023-08-01
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| Series: | Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi |
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| Online Access: | https://dergipark.org.tr/en/download/article-file/3080277 |
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| author | Ferdi Akbıyık Ömer Kürşad Tüfekci |
| author_facet | Ferdi Akbıyık Ömer Kürşad Tüfekci |
| author_sort | Ferdi Akbıyık |
| collection | DOAJ |
| description | The increasing complexity of marketing communication efforts in digital consumption culture requires a deeper understanding and measurement of their impact. Neuroscience techniques have become essential in this regard, and this paper proposes conceptual level strategy recommendations for understanding marketing communication efforts using such techniques. The paper recommends the use of neuromarketing research methods, such as EEG, fMRI, and eye-tracking, to gain insights into consumer behavior and preferences. Besides, the paper also suggests the use of cross-cultural research methods to account for cultural differences in consumer behavior and preferences. Moreover, the paper proposes integrated marketing communication strategies that leverage multiple channels to effectively reach consumers in digital consumption culture, such as social media marketing, content marketing, and mobile marketing. Overall, these conceptual level strategy recommendations provide a framework for better understanding and measuring the impact of marketing communication efforts in digital consumption culture using neuroscience techniques. By following these recommendations, marketers and researchers can develop more effective marketing strategies and gain a deeper understanding of consumer behavior and preferences in this context. |
| format | Article |
| id | doaj-art-56c720f98003460f89f1615001b20cd8 |
| institution | Kabale University |
| issn | 2149-1658 |
| language | English |
| publishDate | 2023-08-01 |
| publisher | Mehmet Akif Ersoy University |
| record_format | Article |
| series | Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi |
| spelling | doaj-art-56c720f98003460f89f1615001b20cd82025-01-27T13:23:57ZengMehmet Akif Ersoy UniversityMehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi2149-16582023-08-011021710172310.30798/makuiibf.1282255273CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUEFerdi Akbıyık0https://orcid.org/0000-0001-6138-0586Ömer Kürşad Tüfekci1https://orcid.org/0000-0003-3918-5850ISPARTA UNIVERSITY OF APPLIED SCIENCESısparta uygulamalı bilimler üniversitesiThe increasing complexity of marketing communication efforts in digital consumption culture requires a deeper understanding and measurement of their impact. Neuroscience techniques have become essential in this regard, and this paper proposes conceptual level strategy recommendations for understanding marketing communication efforts using such techniques. The paper recommends the use of neuromarketing research methods, such as EEG, fMRI, and eye-tracking, to gain insights into consumer behavior and preferences. Besides, the paper also suggests the use of cross-cultural research methods to account for cultural differences in consumer behavior and preferences. Moreover, the paper proposes integrated marketing communication strategies that leverage multiple channels to effectively reach consumers in digital consumption culture, such as social media marketing, content marketing, and mobile marketing. Overall, these conceptual level strategy recommendations provide a framework for better understanding and measuring the impact of marketing communication efforts in digital consumption culture using neuroscience techniques. By following these recommendations, marketers and researchers can develop more effective marketing strategies and gain a deeper understanding of consumer behavior and preferences in this context.https://dergipark.org.tr/en/download/article-file/3080277pazarlama iletişimidijital tüketimnörobilim tekniklerimarketing communicationdigital consumptionneuroscience techniques |
| spellingShingle | Ferdi Akbıyık Ömer Kürşad Tüfekci CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi pazarlama iletişimi dijital tüketim nörobilim teknikleri marketing communication digital consumption neuroscience techniques |
| title | CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE |
| title_full | CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE |
| title_fullStr | CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE |
| title_full_unstemmed | CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE |
| title_short | CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE |
| title_sort | conceptual level strategy recommendations for understanding marketing communication efforts in digital consumption culture with neuroscience technique |
| topic | pazarlama iletişimi dijital tüketim nörobilim teknikleri marketing communication digital consumption neuroscience techniques |
| url | https://dergipark.org.tr/en/download/article-file/3080277 |
| work_keys_str_mv | AT ferdiakbıyık conceptuallevelstrategyrecommendationsforunderstandingmarketingcommunicationeffortsindigitalconsumptionculturewithneurosciencetechnique AT omerkursadtufekci conceptuallevelstrategyrecommendationsforunderstandingmarketingcommunicationeffortsindigitalconsumptionculturewithneurosciencetechnique |