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
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.
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
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 on Advertising Stimuli (IPAS). A Prometeo Grant on Re-Branding is funding this line.
Facultad de Economia, Avenida de los Naranjos s/n, 46022 Valencia, Spain