Decoding Social Commerce: Neuromarketing Insights into the Consumer Purchase Behavior

Abstract

Neuromarketing explores the varied consumer emotional and cognitive reactions to marketing strategies to understand the consumer decision. The Secondary research investigates the customer behaviour, especially in the context of social commerce. It highlights the relevance of emotional and cognitive responses to elements like influencer endorsement, branded content, and user-generated content in influencing purchasing behaviour. On reviewing the literature, the paper synthesis, the roles of emotional arousal, attention, and memory in the process of consumer engagement and decision-making. The tools of neuromarketing, eyetracking, EEG, and facial coding tools helps analyse the patterns of consumer responses to the content of social commerce. It shows how appeals to emotions may help build trust in a brand, the cognitive role of social proof in a purchase decision, and ethical considerations in the use of neuromarketing techniques in digital commerce. The study provides a useful viewpoint on how marketers can improve consumer engagement, optimise methods, and improve content. It provides insightful information about how neuromarketing and social commerce interact, providing a foundation for future work.