Review of academic studies published in the web of science in the field of neuroparketing using bibliometric analysis

The term "neuromarketing" has recently gained considerable currency in the field of marketing. It refers to the integration of data derived from neurological studies with established marketing principles. The field of neuromarketing (NP) encompasses the relationship between neurology and marketing sciences. It has emerged as a field of study where the data of statistical studies are interpreted together with experts in marketing and neuroscience. This is due to the emergence of advanced technologies that require medical expertise, such as brain imaging tools. Neuroscience is a branch of science that pertains to the nervous system and the structure of the brain. Marketing experts employ the methodologies that have been developed in this field to gain insight into how consumers alter their desire to purchase and which marketing tools exert influence over them. For decades, the human brain has been regarded as a enigmatic entity by marketers. While neuroscience elucidates the underlying motivations behind consumer behavior, neuromarketing offers insights into the extent to which a brand's image, message, product, packaging, or advertising campaign affects the subconscious mind of consumers and how it influences consumer decisions. This study aims to provide general information about the application areas of neuromarketing and the tools used in neuromarketing. Additionally, it seeks to illuminate the current state of the literature on neuromarketing in Web of Science (WoS) by conducting a bibliometric analysis of academic studies that contribute to the literature on neuromarketing. Furthermore, it aims to provide statistical information.