A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.

Consumer engagement is becoming crucial to the recall and survival of brands in intense competitive markets. Due to digital innovations, businesses have seen the emergence of the millennial population as a target audience, and many businesses are struggling with adopting methods to engage the generation to leverage an enriched brand experience. Optimizing Millennial Consumer Engagement With Mood Analysis is a critical scholarly resource that explores how companies ensure brand sustainability through influencing the minds and moods of consumers to create an interactive customer experience. Featuring coverage on a broad range of topics such product presentation, brand fandom, social media, lifestyle products, and buying behavior, this book is geared towards marketers, business managers, business practitioners, international business strategists, academicians, consumer researchers, and upper-level graduate students attempting to understand consumer engagement through mood analysis.

Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets.

The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges that the application of neuromarketing in virtual worlds faces across different disciplines and business segments is required. The immense growth potential currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications. Applications of Neuromarketing in the Metaverse discusses brand positioning among the target market in the virtual world through the application of neuromarketing principles and techniques. The book also explores consumer behavior and decodes their physiological and psychological responses in the metaverse domain with the help of tools and technologies used in neuromarketing. Covering key topics such as media, virtual reality, and branding, this premier reference source is ideal for industry professionals, marketers, business owners, managers, researchers, academicians, scholars, practitioners, instructors, and students.

When immigrants leave their home country to live in a host country that has a different culture, the acculturation process begins. There is subtle cultural, social, and political pressure on immigrants to adopt the cultural values of the host nation. The acculturation process occurs over time. Exposure to a new culture is often stressful, as one is exposed to new values, beliefs, and behaviors that may be different from their home culture. Strategies for Cultural Assimilation of Immigrants and Their Children: Social, Economic, and Political Considerations increases awareness of the cultural assimilation process among parents, children, employers, and educators. This book discusses internal conflicts and promotes harmony and understanding. Covering topics such as civic literacy, mental health, and identity formations, this premier reference source is an excellent resource for sociologists, psychologists, government officials, educators and administrators of both K-12 and higher education, students of higher education, librarians, researchers, and academicians.

Key decisions determine the success of big data strategy Dynamic Customer Strategy: Big Profits from Big Data is a comprehensive guide to exploiting big data for both business-to-consumer and business-to-business marketing. This complete guide provides a process for rigorous decision making in navigating the data-driven industry shift, informing marketing practice, and aiding businesses in early adoption. Using data from a five-year study to illustrate important concepts and scenarios along the way, the author speaks directly to marketing and operations professionals who may not necessarily be big data savvy. With expert insight and clear analysis, the book helps eliminate paralysis-by-analysis and optimize decision making for marketing performance. Nearly seventy-five percent of marketers plan to adopt a big data analytics solution within two years, but many are likely to fail. Despite intensive planning, generous spending, and the best intentions, these initiatives will not succeed without a manager at the helm who is capable of handling the nuances of big data projects. This requires a new way of marketing, and a new approach to data. It means applying new models and metrics to brand new consumer behaviors. Dynamic Customer Strategy clarifies the situation, and highlights the key decisions that have the greatest impact on a company's big data plan. Topics include: Applying the elements of Dynamic Customer Strategy Acquiring, mining, and analyzing data Metrics and models for big data utilization Shifting perspective from model to customer Big data is a tremendous opportunity for marketers and may just be the only factor that will allow marketers to keep pace with the changing consumer and thus keep brands relevant at a time of unprecedented choice. But like any tool, it must be wielded with skill and precision. Dynamic Customer Strategy: Big Profits from Big Data helps marketers shape a strategy that works.