RETRACTED: Inside out. Social media videos and destination branding. Neuromarketing using EEG technique
ISSN: 1759-0833
Article publication date: 1 January 2024
Issue publication date: 19 February 2024
Retraction statement
The publishers of Journal of Islamic Marketing wish to retract the article Shahzad, M.F., Yuan, J., Arif, F. and Waheed, A. (2024), “Inside out. Social media videos and destination branding. Neuromarketing using EEG technique”, Journal of Islamic Marketing, Vol. 15 No. 3, pp. 886-918. https://doi.org/10.1108/JIMA-08-2022-0236.
It has come to our attention that a large portion of this article is taken, without attribution, from a thesis submitted to the University of Management and Technology by Asim Sultan in 2020, “The Role of Social Media Videos in Tourist's Destination Selection: A Neuromarketing Analysis Using EEG Technique”. The article has been retracted at the request of the authors and this decision has been taken in accordance with Emerald's publishing ethics and the COPE guidelines on retractions.
The publishers of the journal sincerely apologize to the readers.
Abstract
Purpose
This study aims to investigate the effectiveness of two types of social media videos used for destination image development: induced/commercial-oriented content and organic content (where content is made without commercial interest, such as vlogs classified as user-generated content).
Design/methodology/approach
Experimental research using “Emotive EEG” (electroencephalogram) in a controlled environment was conducted with 30 participants (20 males, 10 females), age range 18 to 26. Emotive EEG recording was performed while the participants watched both types of video clips. Test results for both groups indicate that induced content is preferred over organic content.
Findings
This study opens up future research avenues where neuromarketing’s “Marketer Friendly” EEG equipment can be applied to the customer selection process.
Originality/value
Marketing analysts can gauge the interest and response of customers on different types of social media video content for destination marketing based on the findings of this study.
Keywords
Acknowledgements
This paper was financially supported by the National Natural Science Foundation of China (Grant Number: 72172094): Humanities and Social Sciences Foundation of the Ministry of Education in China (Grant Number: 21YJC630160): National Social Science Foundation Project – Late funding (Grant Number: 21FGLB050).
Since submission of this article, the following authors have updated their affiliations: Muhammad Faisal Shahzad is at the College of Management, Shenzhen University, Shenzhen, China; Farrah Arif is at the Hull University Business School, Hull, UK; and Abdul Waheed is at the Dr Hassan Murad School of Management, University of Management and Technology, Lahore, Pakistan.
Citation
Shahzad, M.F., Yuan, J., Arif, F. and Waheed, A. (2024), "RETRACTED: Inside out. Social media videos and destination branding. Neuromarketing using EEG technique", Journal of Islamic Marketing, Vol. 15 No. 3, pp. 886-918. https://doi.org/10.1108/JIMA-08-2022-0236
Publisher
:Emerald Publishing Limited
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