Neuromarketing as a tool for managing consumer behavior in the digital age

Abstract

This paper explores the role of neuromarketing as a breakthrough tool in the development of marketing strategies for the next generation. Using neuroimaging and Emotion AI data, it analyses the hidden emotional reactions of consumers that traditional methods fail to capture. Particular attention is paid to the impact of neurotechnologies on creating a personalised user experience in the digital space, especially on social media, where marketing decisions must consider less obvious behavioural patterns. The paper argues that neuromarketing is a new philosophy for working with clients in a hyperconnected world, not just an analytical tool.