The impact of market place persona based neuromarketing on brand identity and consumer attitude on SDG's

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dc.authorid0000-0002-0074-630X
dc.contributor.authorPasaribu, Popy Novita
dc.contributor.authorKemora, Haura
dc.contributor.authorEosina, Puspa
dc.contributor.authorMarlina, Asti
dc.contributor.authorHimawan, Erry Nugroho
dc.date.accessioned2025-03-14T08:44:48Z
dc.date.available2025-03-14T08:44:48Z
dc.date.issued2024
dc.departmentİHÜ, Lisansüstü Eğitim Enstitüsü, Yeni Medya ve İletişim Ana Bilim Dalı
dc.description.abstractObjective: The objective of this study is to investigate the impact of persona-based neuromarketing on brand identity and consumer attitude in the digital marketplace, with the aim of understanding how neuromarketing principles can enhance consumer engagement and marketing effectiveness. Theoretical Framework: This topic is underpinned by several key concepts and theories. Häusel's Limbic Map, consumer behavior theories, and digital marketing frameworks provide a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research comprises a quantitative approach using structural equation modelling with SmartPLS. Participants included 440 respondents, who were surveyed via Google Forms. The study analyzed variables such as Persona, User Interaction, Information Quality, Ease of Use, Visual Design, Entertainment Value, Customization, and Website Domain. Results and Discussion: The results obtained revealed that consumer perceptions of marketplace personas significantly impact their attitudes, with mediator variables playing a crucial role. The marketplace itself acts as a confounding variable, influencing the relationship between brand persona and consumer engagement. In the discussion, these results are contextualized in light of the theoretical framework, highlighting the importance of aligning branding strategies with target audience motivations. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied in the field of digital marketing. These implications could encompass e-commerce strategy development, brand management, and consumer engagement tactics. Originality/Value: This study contributes to the literature by applying innovative neuromarketing techniques to the digital marketplace context, offering new insights into consumer behavior. The relevance and value of this research are evidenced by its potential to enhance consumer loyalty and brand equity, aligning with SDG 8 and SDG 9.
dc.identifier.citationPasaribu, P. N., Kemora, H., Eosina, P., Marlina, A. & Himawan, E. N. (2024). The impact of market place persona based neuromarketing on brand identity and consumer attitude on SDG's. Journal of Lifestyle and SDG'S Review, 4(1), 1-23. https://www.doi.org/10.47172/2965-730X.SDGsReview.v4.n00.pe01922
dc.identifier.doi10.47172/2965-730X.SDGsReview.v4.n00.pe01922
dc.identifier.endpage23
dc.identifier.issn2965-730X
dc.identifier.issue1
dc.identifier.startpage1
dc.identifier.urihttps://www.doi.org/10.47172/2965-730X.SDGsReview.v4.n00.pe01922
dc.identifier.urihttps://hdl.handle.net/20.500.12154/3263
dc.identifier.volume4
dc.institutionauthorKemora, Haura
dc.institutionauthorid0000-0002-0074-630X
dc.language.isoen
dc.publisherEditora Alumni In
dc.relation.ispartofJournal of Lifestyle and SDG'S Review
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Öğrenci
dc.relation.publicationcategoryÖğrenci
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectBrand Persona
dc.subjectConsumer Attitude
dc.subjectDigital Marketing
dc.subjectHäusel's Limbic Map
dc.subjectNeuromarketing
dc.subjectSDG 8 and SDG 9
dc.subjectSustainable Development Goals (SDGs)
dc.titleThe impact of market place persona based neuromarketing on brand identity and consumer attitude on SDG's
dc.typeArticle
dspace.entity.typePublication

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