Bibliometric Analysis Of Consumer Insightsand Its Importance For Content Marketing Development

Abstract

Neuromarketing, its various theories and elements gain importance in the academic community for orientation towards the study the behavior of the brain before the moment and after making a purchase of a good or service. Therefore, the present work provides a systematic review of the published literature based on consumer perceptions and its importance for the development of content marketing. For this, an analysis was carried out with bibliometric and network indicators within the Scopus database, which was limited to search criteria and objectives.