Neuromarketing e inteligencia artificial, transformación del marketing empresas constructoras de obras de ingeniería

Natacha Coca Bernal

doi:10.62457/n1cgqh77

Authors

Natacha Coca Bernal MES Author https://orcid.org/0000-0002-3321-2742

DOI:

https://doi.org/10.62457/n1cgqh77

Keywords:

Neuromarketing, Artificial Intelligence, Consumer Behavior, Participatory Action Research

Abstract

Research on neuromarketing in Engineering Construction Companies 25 of Santa Cla-ra, Villa Clara, Cuba highlights the importance of neuromarketing as a tool to understand con-sumer behavior, essential to optimize marketing strategies. The general objective of the study was to diagnose the needs and potential of neuromarketing in the institution through the use of artificial intelligence through participatory action research. To carry out this research, qua-litative methods were used that included document analysis, participant observation, in-depth interviews, triangulation of sources, researcher diary, informal groups, bibliometric analysis; on trends in neuromarketing and its integration with artificial intelligence. This made it possible to identify consumers’ emotions and reactions to various marketing strategies. The conclusions indicate that, although interest in neuromarketing is increasing in Latin America, there are significant limitations in resources and experience that hinder its effective adoption. However, the combination of neuromarketing and artificial intelligence presents valuable opportunities to overcome these barriers. This can not only help companies improve their visual marketing strategy, but also contribute to knowledge about the emotional impact of marketing in specific contexts, thus enhancing regional competitiveness.

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Author Biography

Natacha Coca Bernal, MES

Profesora de informática Facultad de Economía. Universidad Central “Marta Abreu” de Las Villas, Villa Clara, Cuba

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