Journal of New Approaches in Management and Marketing

The role of neuromarketing in digital marketing

Document Type : Original Article (Quantified)

Authors

Ehsan Alitanloo 1
Ali Naziri Firouzsalari 2
Hakimeh Niky Esfahlan 3

1 Department of Business Management, Marand Unit, Islamic Azad University, Tabriz, Iran.

2 Department of Business Management, Marand Unit, Islamic Azad University, Tabriz, Iran..

3 Department of Business Management, Aras Unit, Islamic Azad University, Hadishahr, Iran.

10.22034/jnamm.2026.573144.1245
Abstract
This study was conducted with the aim of investigating the role of neuromarketing in digital marketing. The research method, considering its purpose, is applied, and in terms of execution, it is quantitative, and in terms of nature and method, it is descriptive-correlational. The statistical population of the research consisted of customers of active online stores in Tehran province. Using a simple random sampling method and Cochran’s formula, 384 individuals were determined as the sample size. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the instrument was confirmed by specialists and experts, and to measure the reliability of the instrument, Cronbach’s alpha and composite reliability methods were used. By distributing the questionnaire, the validity of the instrument was measured using three methods: construct validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used for data analysis. The research findings indicate that the dimensions of neuromarketing (interest and engagement, knowledge and awareness, and ethics) have an impact on digital marketing.

Keywords

Neuromarketing
digital marketing
internet companies
knowledge and awareness
interest and engagement

Subjects

  • Receive Date 02 January 2026
  • Revise Date 18 February 2026
  • Accept Date 28 February 2026

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