The Presence of Neuromarketing Scientific Publications in Social Media: An Altmetric Study

This research aims to investigate the presence of research outputs in the field of neuromarketing in social media.Research

The current study is a descriptive study that has been done using scientometric and altmetric indicators. The research population includes 482 research articles, review, editorial material, letters to editor and book chapters that have been published in the field of neuromarketing during different years, and indexed in the Web of Science. Research data were extracted from the Web of Science and Altmetric Explorer databases and then analyzed using Excel and SPSS software.

The highest rate of mentions to scientific research in the field of neuromarketing occurred on Twitter, patents, and Facebook, and the average altmetric score of these publication was 7.35. Also, these publications have been marked and read 23204 times in Mendeley. In addition, the results of running a series of correlation tests revealed statistically significant and positive associations among the number of citations, number of mentions on Twitter, Facebook, and the number of the reader in Mendeley. In other words, the most cited outputs on Twitter, Facebook, and Mendeley have also been more present and mentions.

Altmetrics indicators can be used along with traditional citation indicators to study the effectiveness of research outputs in the field of neuromarketing. Therefore, the familiarity of researchers in this field with alternative metrics and the importance of social media presence in increasing the visibility of scientific products is mandatory.