IOSR-JBM   Volume-28 ~ Issue-4 ~ April 2026

Abstract: This study examines neuromarketing as an interdisciplinary field that combines consumer behaviour and neuroscience to understand the cognitive and emotional drivers of purchasing decisions. Using bibliometric analysis of Web of Science data, it maps publication trends, key contributors, influential journals, and major research themes. The study provides a structured overview of the field, identifies research gaps, and offers directions for future studies to strengthen theoretical and methodological development in neuromarketing.

Keywords: Neuromarketing; Consumer Behaviour; Consumer Neuroscience; Bibliometric Analysis; Research Trends; Decision-Making; Marketing Science

[1]. Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-Tool For Comprehensive Science Mapping Analysis. Journal Of Informetrics, 11(4), 959–975.
[2]. Ariely, D., & Berns, G. S. (2010). Neuromarketing: The Hope And Hype Of Neuroimaging In Business. Nature Reviews Neuroscience, 11(4), 284–292. Https://Doi.Org/10.1038/Nrn2795
[3]. Bettman, J. R. (1979). An Information Processing Theory Of Consumer Choice. Addison-Wesley.
[4]. Daugherty, T., Hoffman, E., & Kennedy, K. (2019). Research In Neuromarketing: Progress And Opportunities. Journal Of Business Research, 95, 1–3. Https://Doi.Org/10.1016/J.Jbusres.2018.10.007
[5]. Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How To Conduct A Bibliometric Analysis: An Overview And Guidelines. Journal Of Business Research, 133, 285–296. Https://Doi.Org/10.1016/J.Jbusres.2021.04.070

Abstract: Nature-based Solutions, or NbS, are increasingly recognised as crucial instruments for addressing, in an integrated manner, water insecurity, climate risk, biodiversity loss and ecosystem degradation; yet their implementation remains fragmented, is frequently confined to pilot projects and is only episodically incorporated into ordinary river basin planning, public appraisal processes and investment programming. This article proposes an integrated technical framework grounded in the joint reading of international standards, European documents on water regulation and planning, guidelines on co-creation and co-governance.....

Keywords: Nature-based Solutions; River Contracts; river basin planning; river basin governance; co-creation; climate adaptation; water resilience; multidimensional appraisal; blended finance; territorial implementation.

[1]. Iucn. Global Standard For Nature-Based Solutions: A User-Friendly Framework For The Verification, Design And Scaling Up Of Nbs. Gland: Iucn; 2020.
[2]. Altamirano Ma, De Rijke H, Basco Carrera L, Arellano Jaimerena B. Handbook For The Implementation Of Nature-Based Solutions For Water Security: Guidelines For Designing An Implementation And Financing Arrangement. Deliverable 7.3, Eu Horizon 2020 Naiad Project; 2021.
[3]. Oecd. Scaling Up Nature-Based Solutions To Tackle Water-Related Climate Risks: Insights From Mexico And The United Kingdom. Paris: Oecd Publishing; 2021.
[4]. Griffiths M. The European Water Framework Directive: An Approach To Integrated River Basin Management. European Water Management Online. 2002.
[5]. European Commission, Eu Member States, And Norway. Common Strategy On The Implementation Of The Water Framework Directive. Project 2.9: Best Practices In River Basin Management Planning. Work Package 1: Identification Of River Basin Districts In Member States. Version 1.1; 2002.

Abstract: This study investigated digital marketing adoption opportunities among cooperatives in Lusaka District, Zambia, employing a concurrent mixed-methods design integrating quantitative and qualitative approaches. Data were collected from 101 participants through structured questionnaires (n=81) and guided interviews (n=20), analyzed using descriptive statistics and thematic analysis. Findings revealed that social media platforms, principally Facebook and WhatsApp, dominated digital tool adoption at 71.6%, while cooperative websites remained severely underutilized at 3.7%. Perceived benefits achieved an overall mean of 3.97, with increased revenue and sales (M=4.21) and wider market outreach.......

Keywords: Digital marketing, cooperatives, technology adoption, social media, digital literacy, Technology Acceptance Model, Zambia.

[1]. Davis, F. D. (1989). Perceived Usefulness, Perceived Ease Of Use, And User Acceptance Of Information Technology. MIS Quarterly, 13(3), 319-340.
[2]. Kaplan, A. M., & Haenlein, M. (2010). Users Of The World, Unite! The Challenges And Opportunities Of Social Media. Business Horizons, 53(1), 59-68.
[3]. Kushwaha, B. P. (2024). Digital Marketing Transformation In Contemporary Business Environments. Journal Of Marketing Innovation, 12(3), 45-62.
[4]. Mangold, W. G., & Faulds, D. J. (2009). Social Media: The New Hybrid Element Of The Promotion Mix. Business Horizons, 52(4), 357-365.
[5]. Mudenda, C. (2022). Cooperative Development And Poverty Reduction In Zambian Contexts. African Development Review, 34(2), 156-172.

Abstract: The study's goal was to find out how Kenya commercial bank's credit market performed in relation to credit history reviews. The study utilized a mixed-methods approach to gather, examine, and integrate both quantitative and qualitative data. Both closed-ended and open-ended questions were included in the surveys. Whereas closed questions were utilized to collect quantitative data, open-ended questions were used to obtain qualitative information. 44 credit managers who are employed by Kenya commercial bank at Nairobi’s licensed branches were the focus of the study. Purposive sampling, which involves deliberately choosing members of the population of interest, was the sample technique employed......

[1]. Acharya, V. V., Crosignani, M., Eisert, T., & Steffen, S. (2022). Zombie Lending: Theoretical, International, And Historical Perspectives. Annual Review Of Financial Economics, 14, 21–38.
[2]. Agarwal, S., Alok, S., Ghosh, P., & Gupta, S. (2020). Financial Inclusion And Alternate Credit Scoring For The Millennials: Role Of Big Data And Machine Learning In Fintech. Business School, National University Of Singapore Working Paper, SSRN, 3507827.
[3]. Al-Homaidi, E. A., Almaqtari, F. A., Yahya, A. T., & Khaled, A. S. (2020). Internal And External Determinants Of Listed Commercial Banks’ Profitability In India: Dynamic GMM Approach. International Journal Of Monetary Economics And Finance, 13(1), 34–67.
[4]. Alves, C. F., Citterio, A., & Marques, B. P. (2023). Bank-Specific Capital Requirements: Short And Long-Run Determinants. Finance Research Letters, 52, 103558.
[5]. Andersson, U., Cuervo-Cazurra, A., & Nielsen, B. B. (2020). Explaining Interaction Effects Within And Across Levels Of Analysis. Research Methods In International Business, 331–349.

Abstract: This study examines the comparative effectiveness of three digital communication channels—WhatsApp, Interactive Voice Response (IVR), and Rich Communication Services (RCS)—in customer acquisition for personal loans within India’s rapidly growing fintech sector. Adopting a mixed-method descriptive research design, the study integrates both quantitative and qualitative data collected from 120 respondents across Tier 1 and Tier 2 cities. Statistical tools, including the Chi-square test and One-way ANOVA, were employed to analyse relationships between demographic variables and communication preferences, as well as differences in comfort levels across channels......

[1]. Badik, A., Gerhani, Y., & Redjeki, F. (2025). The Role Of Whatsapp Marketing In Enhancing Product Sales And Customer Engagement. Journal Of Digital Marketing Studies, 12(2), 45–60.
[2]. Kumar, S., & Shobana, D. (2025). Digital Marketing Strategies For Customer Engagement And Retention In Financial Services. International Journal Of Marketing Research, 18(1), 78–92.
[3]. Panchal, R., Mehta, K., & Shah, D. (2025). Consumer Behavior And The Impact Of Digital Marketing Technologies In Modern Business. Journal Of Business And Technology, 10(3), 112–128.
[4]. Reddy, P. (2025). Evolution Of Contact Centers And Challenges In Traditional IVR Systems. International Journal Of Customer Experience Management, 9(1), 55–70.
[5]. Singh, R., & Goyal, P. (2011). Integration Of RCS And Social Networks: Opportunities And Challenges. Telecommunication Policy Review, 35(4), 210–225..