Utilising Neuromarketing and Consumer Behaviour in Social Media Marketing: how social media marketing is perceived across different demographics, age & gender
Peltola, Marianna (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060921843
https://urn.fi/URN:NBN:fi:amk-2025060921843
Tiivistelmä
The research examines neuromarketing and consumer behaviour within social media marketing. By doing so, it aims to gain a deeper understanding of consumer behaviour and neuromarketing as well as their effects on purchasing decisions. Furthermore, the research seeks to answer how to improve customer satisfaction by monitoring fluctuating customer sentiments, which refers to evolving customer wants and needs.
It involves conducting a survey aimed at the customer base of the case company, Wild Nordic. This survey analyses customer sentiments regarding social media marketing and is supported by a review of articles and books on neuromarketing and consumer behaviour.
The research is contextualized by the case company, Wild Nordic, a tourism business specializing in snowmobile tours in Rovaniemi and Levi. The research and survey complement each other, aiming to provide insights for the commissioner to further personalize their marketing strategies.
It involves conducting a survey aimed at the customer base of the case company, Wild Nordic. This survey analyses customer sentiments regarding social media marketing and is supported by a review of articles and books on neuromarketing and consumer behaviour.
The research is contextualized by the case company, Wild Nordic, a tourism business specializing in snowmobile tours in Rovaniemi and Levi. The research and survey complement each other, aiming to provide insights for the commissioner to further personalize their marketing strategies.