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How to Cite
The role of attention span in neuromarketing: A social psychological exploration of multi-sensory engagement among generation Z
Sharareh Shahidi Hamedani
Faculty of Business, UNITAR International University, Petaling Jaya, 47301,Malaysia
Liew Cheng Siang
Faculty of Business, UNITAR International University, Petaling Jaya, 47301,Malaysia
Moyyed Abbas Bashir Elnewiri
Faculty of Business, UNITAR International University, Petaling Jaya, 47301,Malaysia
Ghazaleh Babanejaddehaki
Department of Computer Science and Engineering, York University, Canada
Sarfraz Aslam
Faculty of Education and Humanities, UNITAR International University, Petaling Jaya, 47301,Malaysia
DOI: https://doi.org/10.59429/esp.v10i6.3731
Keywords: Attention Span; digital marketing; Generation Z; customer engagement; neuromarketing; social psychology
Abstract
Social psychological factors affect neuromarketing engagement, especially among Generation Z. These factors include peer influence, group identity, and social norms. In a digital environment, Generation Z's content is constantly filtered by social networks, likes, shares, and trends. This study examines how Generation Z perceives neuromarketing stimuli on visual, auditory, sensory, and emotional levels and the moderating effect of attention span on these perceptions. A quantitative method was used to conduct a cross-sectional survey of 460 Gen Z individuals as part of the study. The results indicate that visual and sensory stimuli significantly improve customer engagement. Emotional and auditory stimuli have limited effects. Since Gen Z has shorter attention spans, sensory stimuli have only a marginal impact on them. This suggests that neuromarketing strategies targeting Generation Z should prioritize visual and sensory elements while considering their limited attention spans. Tailoring content to align with social norms and peer influence can enhance engagement.
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