Neuromarketing mechanisms of hidden influence on consumer choice in social media

Abstract

The relevance of the study lies in the transformation of marketing communications in the digital environment, where social networks serve not only as channels for information dissemination but also as environments for shaping consumer behaviour. The purpose of the study is to analyse the neuromarketing mechanisms of hidden influence on consumer choice in social networks and to evaluate their effectiveness using modern digital indicators. The methodological basis of the research is a systematic approach, methods of analysis and synthesis, generalisation, and the comparative analysis and interpretation of statistical data. Data from international analytical platforms are used in the work, which enabled the assessment of the scale of social media use, users’ behavioural motives, the effectiveness of platforms, and the development of influencer marketing. Results. The article examines the peculiarities of implementing neuromarketing approaches in the digital environment of social networks. The practice of interpreting users’ behavioural motives as the basis for shaping marketing influence is summarised, and their role in increasing audience engagement is determined. It is substantiated that social platforms create conditions for constant exposure of content and implementation of multi-channel influence, which combines social, emotional and informational components. It has been proven that influencer marketing is an effective tool for personalised communication based on trust, identification, and social confirmation, which strengthens its influence on consumer decision-making. The role of neuromarketing mechanisms, in particular dopamine reinforcement, the effect of repetition, emotional impact and personalisation, in the formation of sustainable behavioural patterns is revealed. Conclusions. The author proposes an approach to the systematisation of neuromarketing influence based on a matrix combining mechanisms and behavioural effects, allowing it to be considered as a whole system of interaction among the digital environment, behavioural motives, and communication tools. It is shown that the effectiveness of influence is determined by its synergistic interaction, which ensures the largely unconscious formation of consumer choice.