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All Journal Radinka Journal of Science and Systematic Literature Review
Fisseha Dejene Yadete
Bule Hora University
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Mathematics Public Health

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Neuro-Marketing in Understanding Consumer Behavior: Systematic Literature Review Shashi Kant; Fisseha Dejene Yadete
RADINKA JOURNAL OF SCIENCE AND SYSTEMATIC LITERATURE REVIEW Vol. 1 No. 1 (2023): RADINKA JOURNAL OF SCIENCE AND SYSTEMATIC LITERATURE REVIEW (RJSLR)
Publisher : RADINKA JAYA UTAMA PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56778/rjslr.v1i1.86

Abstract

Neuromarketing and its implicit and automated processes influence customer decision-making and expose any concealed understanding of consumer behavior. There is a rising interest in studying how consumers' brain responses affect their decision-making process because one of the most important questions in today's market is what motivates consumers to choose one product over another. Although neuromarketing positions itself as one of the key fields of research targeted at accomplishing this objective, it is still a young and rapidly evolving discipline. The study's research proposal was to examine how advertising influences consumers' purchasing decisions when shopping online. Examining the role of customers' gaze spots, fixation counts, heat maps, and emotions in reaction to stimuli or marketing efforts is another goal. The consumer provides the stimulus, and the advertising effort gauges the response. The authors used a systematic literature review of the latest studies. The inclusion and exclusion of scanned literature was conducted with the help of PRISMA. For checking the effect size of the used literature, authors employed the forest plot based on partial correlation. The publication bias of SLR was viewed through the funnel plot. Bibliometrics analysis and content analysis were conducted to support the strength of the reviewed literature.
Meta Analysis Study of Marketing Innovation on SME Business Performance in Ethiopia Shashi Kant; Fisseha Dejene YADETE; Chalchissa Amentie KERO
RADINKA JOURNAL OF SCIENCE AND SYSTEMATIC LITERATURE REVIEW Vol. 1 No. 1 (2023): RADINKA JOURNAL OF SCIENCE AND SYSTEMATIC LITERATURE REVIEW (RJSLR)
Publisher : RADINKA JAYA UTAMA PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56778/rjslr.v1i1.91

Abstract

This study looked at how market innovation affected SMEs' performance in Addis Abeba, Ethiopia, with the use of government support programs as a moderator. The study's meta-analysis will be guided by the Schumpeter innovation theory, which also incorporates the diffusion of innovation theory, expectancy theory, institutional theory, stakeholder theory, absorptive capacity theory, resource-based view/theory, dynamic capability theory, R-A theory, and a unified theory of acceptance and use of technology. The researcher used an effect size approach based on a forest and funnel plot to scan, exclude, and include relevant material. Researchers discovered a connection between the dimension of innovation and company performance on the basis of an extensive literature review. Also Based on the studied literature, the researcher discovered a link between the moderation of the government support program and the performance of SMEs' firms in the area of innovation. To carry out this study, an exploratory sequential mixed-methods research design will be used. Based on the current literature, the study attempts to create a conceptual framework and testable hypotheses. It was discovered that the impact of marketing innovation on a firm's performance was moderated by government support programs. Businesses must be encouraged to adopt government support programs with a moderating influence as a result.
Co-Authors Chalchissa Amentie KERO Shashi Kant