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Journals / Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi / 2026 / Cilt: 14 Sayı: Uluslararası Bi Marka Türkiye: Karadeniz Kongresi Özel Sayısı

THE RELATIONSHIP BETWEEN EMOTION AND NEUROMARKETING IN ADVERTISING: A BIBLIOMETRIC ANALYSIS

REKLAMCILIKTA DUYGU VE NÖROPAZARLAMA İLİŞKİSİ: BİBLİYOMETRİK BİR ANALİZ

Ali Erkam Yarar(NECMETTİN ERBAKAN ÜNİVERSİTESİ, SOSYAL VE BEŞERİ BİLİMLER FAKÜLTESİ, HALKLA İLİŞKİLER VE REKLAMCILIK BÖLÜMÜ)0000-0002-0919-314X
Mustafa Emre Mamakli(NECMETTİN ERBAKAN ÜNİVERSİTESİ, SOSYAL BİLİMLER ENSTİTÜSÜ, HALKLA İLİŞKİLER VE REKLAMCILIK (YL) (TEZLİ))0009-0002-6865-7714
Pages
269–303
Publication Date
2026-10-26
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that neuromarketing research is highly interdisciplinary, intersecting with fields such as psychology, neuroscience, and consumer behavior.

📌 3 Key Takeaways

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Objective & Hypothesis:Since the second half of the 20th century, the importance of emotions in advertising has gained increasing attention.
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Key Findings & Data:As scholars began to acknowledge that consumers are not solely rational beings, emotional appeals in advertising strategies became a focal point of inquiry.
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Conclusion & Impact:The findings reveal that neuromarketing research is highly interdisciplinary, intersecting with fields such as psychology, neuroscience, and consumer behavior.
🔬Design:Araştırma Makalesi
📍Scope:2015 Verileri
⚙️Variables:Reklamcılık · Nöropazarlama · Tüketici Davranışı

Abstract

Since the second half of the 20th century, the importance of emotions in advertising has gained increasing attention. As scholars began to acknowledge that consumers are not solely rational beings, emotional appeals in advertising strategies became a focal point of inquiry. In parallel, the emergence of neuromarketing at the intersection of neuroscience and marketing has allowed for the scientific investigation of how emotional advertising affects consumer behavior. This study presents a bibliometric analysis of academic publications examining the relationship between neuromarketing and emotion in the field of advertising. A total of 92 academic articles published between 2015 and 2025 were analyzed using the Biblioshiny module in the R software, based on data from Scopus and Web of Science databases. The analysis examines international collaborations, publication trends, most cited journals, prominent authors, and keyword clusters. The findings reveal that neuromarketing research is highly interdisciplinary, intersecting with fields such as psychology, neuroscience, and consumer behavior. Notably, a sharp increase in publications post 2020 appears to linked to rapid digitalization and evolving consumer dynamics. The results show that scientific methods to measure the effects of emotional advertising are gaining prominence and that neuromarketing techniques help fill a critical gap in understanding consumer decision-making. These methods, which tap into subconscious processes, contribute to more strategic planning in brand communication. Furthermore, this study maps key directions in the literature and provides a guiding framework for future research. In this regard, the integration of neuromarketing into advertising practices offers valuable insight for academia.

Özet

Reklamcılık alanında duyguların önemi, 20. yüzyılın ikinci yarısından itibaren artan bir ilgiyle ele alınmaya başlanmıştır. Tüketicilerin sadece rasyonel değil, aynı zamanda duygusal varlıklar olduğunun kabulüyle birlikte, reklam stratejilerinde duygusal çekiciliklerin etkisi tartışılır hale gelmiştir. Bu gelişmeyle paralel olarak, nörobilim ve pazarlama disiplinlerinin kesişiminde doğan nöropazarlama yaklaşımı, duyguların tüketici davranışları üzerindeki etkisini bilimsel yöntemlerle incelemeye olanak tanımıştır. Bu çalışma, reklamcılık alanında nöropazarlama ve duygu ilişkisini ele alan akademik yayınları bibliyometrik yöntemle analiz etmektedir. 2015-2025 yılları arasında Scopus ve Web of Science veri tabanlarında yayımlanan 92 makale, R programının biblioshiny modülü aracılığıyla incelenmiştir. Araştırmada, yayınların yıllara göre dağılımı, en fazla atıf alan dergiler, uluslararası iş birlikleri, yazarlar ve anahtar kelimeler detaylı biçimde incelenmiştir. Elde edilen bulgular, nöropazarlama çalışmalarının disiplinlerarası yapısını ve özellikle psikoloji, sinirbilim ve tüketici davranışları gibi alanlarla güçlü ilişkiler kurduğunu ortaya koymaktadır. Özellikle 2020 sonrası dönemde yayın sayısında gözlemlenen artış, dijitalleşme süreci ve yeni nesil tüketici eğilimleriyle yakından ilişkilendirilmiştir. Çalışmanın sonuçları, duyguların reklamcılıktaki etkisini ölçmeye yönelik bilimsel yöntemlerin gelişmekte olduğunu ve nöropazarlama tekniklerinin bu alanda önemli bir boşluğu doldurduğunu göstermektedir. Tüketicinin bilinçdışı karar alma süreçlerini hedefleyen bu teknikler, reklam ve marka stratejilerinde daha etkili bir planlama yapılmasına katkı sağlamaktadır. Aynı zamanda çalışma, literatürdeki temel yönelimleri sistematik biçimde haritalandırarak, gelecekte yapılacak akademik araştırmalar için yol gösterici niteliktedir. Bu yönüyle, nöropazarlamanın reklamcılık pratiklerine entegrasyonu hem akademik hem de sektörel düzeyde önemli fırsatlar sunmaktadır.

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Cite This Article

Yarar, A. E., Mamakli, M. E. (2026). THE RELATIONSHIP BETWEEN EMOTION AND NEUROMARKETING IN ADVERTISING: A BIBLIOMETRIC ANALYSIS. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, Cilt: 14 Sayı: Uluslararası Bi Marka Türkiye: Karadeniz Kongresi Özel Sayısı, 269–303. https://doi.org/10.19145/e-gifder.1988114

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