NEUROMARKETING
IN DIGITAL MARKETING & VIRTUAL REALITY
Research Unit - University of Valencia - Faculty of Economics, Department of Marketing
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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RESEARCH LINES
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.
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
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
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
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
DOCTORAL THESIS
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
Cimadevilla, Elsa (2020). Emociones y personalidad en la adopción de eWOM. Análisis consciente e inconsciente.
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.
MAMAS, MANAGERIAL MARKETING SEMINAR
RESEARCH SEMINARS
TEAM
CONTACT US
Facultad de Economia, Avenida de los Naranjos s/n, 46022 Valencia, Spain