Digital Marketing

Measuring customer reactions to digital marketing, social media, eWOM, and e-commerce content, focusing on the customer journey in the multi-channel and multi-device environment based on data and text mining through artificial neural networks, ANN, and sentiment analysis.

Consumer Neuroscience

Measuring unconscious responses and emotions through Eye Tracking, Electroencephalography, Facial Reader, Electrodermal Activity, and Heart Rate Variability focusing on consumer brand choice and information processing of advertising stimuli.

Virtual Reality in Marketing

Measuring effects of 360º video ads, and immersive reality stimuli through Virtual Reality HMD such as Hololens, HTC, or Oculus.

Two research projects are developed on Consumer Brand Choice Behavior in virtual commerce (CBCB) and Information Processing of Advertising Stimuli (IPAS).