Research on Neuromarketing in Digital Marketing and Virtual Reality 

DIGIMK.COM is a research group of the University of Valencia, which develops research aligned with the methodological and thematic innovations of study in Digital Marketing, Neuromarketing and Virtual Reality in marketing

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Office
 

RESEARCH LINES

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DIGITAL MARKETING

Measure customer activity on social media, eWOM, content analysis, and sentiment analysis

Digital analytics: the study of the effectiveness of advertising tools and social media. Analysis of the customer journey in the multi-channel and multi-device environment based on data and text mining through artificial neural networks, ANN, and sentiment analysis.

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NEUROMARKETING

Measure unconscious and emotions customer responses through Eye Tracking, Electroencephalography, Facial reader, Electrodermal activity.

Consumer Neuroscience aims to address consumer brand choice and information processing of advertising stimuli through neurophysiological tools such as eye-tracking, face reader, EEG, EDA

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VIRTUAL REALITY

Measure customer effects of 360º video ads, immersive reality stimuli through HMD

Analysis of the impact of VR in marketing. As a part of an EU research project, RHUMBO measures subconscious brain processes through the use of VR and biometric signals. Two research projects are developed on Consumer Brand Choice Behavior in virtual commerce (CBCB) and Information Processing of Advertising Stimuli (IPAS). A Prometeo Grant on Re-Branding is also funding this research line.

 

RESEARCH PROJECTS

 
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       RHUMBO. 2018-2022

RHUMBO proposes to use measurements of subconscious brain processes through the use of mixed reality technologies (MRT) and advanced processing of biometric signals as a new paradigm to improve the knowledge that implicit brain processes have in human decision-making. This project has received funding from the European Union's Horizon 2020 research and innovation program as part of Marie Curie grant No 813234.

The objective is to create an innovative multinational, multisectoral and multidisciplinary excellence doctoral training network program to produce 11 ESRs in cognitive neuroscience, transparent immersion experiences and artificial intelligence with a neuro-business approach.

Participants: Enrique Bigne, Aline Simonetti, Shobhit Kakaria, and Carla Ruiz. Support staff: Blanca Estruch and Laura Martínez

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CONSUMER NEUROSCIENCE LAB

THE LAB

Neurophysiological and VR tools

Contact us to run experiments

MASTER AND PH.D. STUDENTS

Learn and contribute through internships. Contact us.

 

TRAINING

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DOCTORAL THESIS

  1. Maturana, Patricio (2021). Influencia de los rasgos de personalidad y estilos de vida en el valor percibido por usuarios de tiendas situadas en plataformas de realidad virtual. Sobresaliente Cum Laude, Universitat Jaume I

  2. Cimadevilla, Elsa (2020). Emociones y personalidad en la adopción de eWOM. Análisis consciente e inconsciente.

  3. Torrecilla, Carmen (2019). Evaluación a través de la Neurociencia de la elección de marca en el punto de venta. Un análisis integrado del seguimiento ocular, el recorrido espacial y la realidad virtual. Co-supervised with Jaime Guixeres. Sobresaliente Cum Laude.

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MAMAS, MANAGERIAL MARKETING SEMINAR

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RESEARCH SEMINARS

 
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TEAM

 
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Director
Professor of Marketing

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CONTACT US

Facultad de Economia, Avenida de los Naranjos s/n, 46022 Valencia, Spain

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