Exploring the Impact of Combining Neuromarketing and AI Adoption on the Perceived Effectiveness of Social Media Advertising Campaigns: An Overview of the Literature and a Proposed Framework

Abstract

Literature shows that integrating advanced tech-oriented marketing skills and techniques (i.e., Neuromarketing and Artificial Intelligence concepts) and assessing that influence toward incentivizing SMEs owners to outsource their marketing activities are still omitted and need further clarifications. As a response, through a deep exploration of the literature and insights from the related Key Performance Indicators (KPIs), this research articulates a proposed research framework, upon the premise of extending Taylor and Todd’s Decomposed Theory of Planned Behavior. This research seeks to contribute by presenting a framework that further allows M&A agencies to comprehend the underpinnings of integrating such a tech-oriented combination toward enhancing their performance while crafting advertising campaigns for SMEs. This is along with showing how such integration would improve the image of those M&A agencies showing their superb capabilities in crafting advertising campaigns. The authors believe the framework is expected to serve as a guideline for future researchers to incorporate their primary data towards framing their research.