Quantitative Content Analysis of Neuromarketing Research in Sports Management: A Systematic Review of Scientific Outputs Indexed in the Islamic World Science Citation Database

Mohamadi, Yaghoub; Elahi, Alireza; Akbari Yazdi, Hossein

doi:10.22124/jsmd.2025.30336.2977

Document Type : Research Paper I Open Access I Released under (CC BY-NC 4.0) license

Authors

¹ PHD in Sport Management, Department of Sport Management, Faculty of Sport Sciences, University of Kharazmy, Tehran, Iran

² Associate Professor of Sport Management, Department of Sport Management, Faculty of Sports Sciences, University of kharazmy, Tehran ,Iran.

³ Assistant Professor of Sport Management, Department of Sport Management, Faculty of Sport Sciences, University of Kharazmy, Tehran ,Iran

https://doi.org/10.22124/jsmd.2025.30336.2977

Abstract

Objective: In today’s competitive world, neuromarketing plays a prominent role in the sports industry as an innovative and effective tool for gaining deeper insights into consumer behavior. By combining neuroscience and psychology, this approach helps event organizers and sports organizations make smarter decisions in attracting fans, designing advertisements, and increasing public engagement. This study aims to review and analyze the content of research conducted in the field of neuromarketing in sports management.
Methodology: Using content analysis of scientific documents, 25 articles published between 2014 and 2024 were reviewed. The search was conducted using relevant keywords in reputable databases, and the selected articles were analyzed based on methodology, authors, universities, and research tools.
Results: The analysis reveals that the "Sports Management" journal has published the highest number of articles in this field. The Universities of Kurdistan, Allameh Tabataba'i, and Islamic Azad (Science and Research Branch) emerged as leading institutions. Over 50% of studies utilized EEG, while methods like eye-tracking and functional imaging saw more limited application. Additionally, three-author articles showed the highest frequency, with English-language citations dominating the references.
Conclusion: The results suggest that neuromarketing research in sports management has mainly focused on EEG, while advanced neuroscience methods have been underutilized. Expanding interdisciplinary collaborations, investing in research equipment, increasing awareness among sports managers, and publishing articles in international journals can enhance the quality of research and expand this field.

Keywords

Main Subjects

Sport Economics, Marketing and Tourism

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Quantitative Content Analysis of Neuromarketing Research in Sports Management: A Systematic Review of Scientific Outputs Indexed in the Islamic World Science Citation Database

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Volume 16, Issue 1 - Serial Number 49Spring - 49March 2027Pages 23-46

Volume 16, Issue 1 - Serial Number 49
Spring - 49
March 2027
Pages 23-46