A NEW CHALLENGE IN DIGITAL ECONOMY: NEUROMARKETING APPLIED TO SOCIAL MEDIA

Being able to test disruptive business models is today's gamechanger in the expected business environment. Moreover, today's digital economy demands insightful, actionable data from consumers into the increasingly accountable managerial hands of marketers in order to speed up the decision-making process. Social media is the de facto indicator in measuring consumer engagement and public understanding of products and brands in the expanding digital economy. Even so, up to this point, it is defined as an industry challenge or social enigma how social media content grows viral and what are the factors to consider when crafting the next giant digital brands. This article aims at conducting a systematic literature review (SLR) on how neuromarketing can act as a precursor of social media communication for gaining leverage in a more competitive and noisier environment. The SLR methodology provides instruments to analyze the emotional and physiological states of users, assessing quantitative studies on the data collected.