Bibliometric Analysis and Scientific Mapping of Neuromarketing Research: Trends, Intellectual Structure, and Future Directions

Abstract

This study examines the neuromarketing literature through a systematic review approach based on the PRISMA guidelines. In this bibliometric study, the initial data were extracted from the Scopus citation database using the keyword “Neuromarketing” for the period from 2004 to 2026. In the first stage, a total of 1,635 documents were identified. Subsequently, to improve analytical accuracy and coherence, the screening process was conducted in several stages. In the first stage, by restricting the search to relevant subject areas, including marketing, neuroscience, consumer psychology, and management, the number of documents was reduced to 700. In the second stage, a language filter was applied and only English-language publications were retained, leaving 637 documents. In the third stage, the document type was restricted to research articles, review articles, and conference papers, resulting in 442 documents. Finally, the titles and abstracts of the documents were manually reviewed, and five irrelevant articles were excluded. The final dataset therefore consisted of 437 articles, which formed the basis for the bibliometric analyses conducted in this study.