Neurotechnologies as a driver of transformation in product promotion strategies on social networks

Abstract

Abstract. Purpose. The study aims to systematize and classify modern neuromarketing tools and to identify the main directions of their practical application in strategies for promoting products in social networks. Special attention is given to the criteria of technological maturity, ethical sensitivity, and integration with artificial intelligence algorithms, which form the basis for improving the accuracy and reliability of marketing decisions. Methods. The research is based on an interdisciplinary approach that combines the analysis of scientific literature, comparative analysis of existing classifications of neural signal recording tools (EEG, fMRI, GSR, eye-tracking, BCI), and the generalization of practical experience in their application in marketing campaigns. To develop a multidimensional matrix classification, methods of systematization, content analysis, and expert evaluation were applied. Results. A multidimensional classification of neurotechnological tools has been proposed, covering biophysiological, functional, applied, technological-economic, and ethical-legal criteria. Key characteristics, strengths, and weaknesses of each method were identified, considering the specifics of social networks as a product promotion environment. It was demonstrated that the integration of EEG and eye-tracking ensures a comprehensive analysis of attention, while the combination of GSR and fMRI allows for a deeper understanding of emotional responses. The prospects of combining neurotechnologies with machine learning algorithms for predicting consumer behavior and creating personalized advertising messages in real time were substantiated. Conclusions. Neurotechnologies are a powerful driver of the transformation of product promotion strategies in social networks, as they allow researchers to go beyond traditional methods by capturing subconscious reactions and cognitive processes of the audience. At the same time, their large-scale implementation is constrained by methodological, technical, and ethical barriers, which necessitate the standardization of protocols and increased research transparency. The obtained results have dual significance: for science – as a theoretical and methodological framework of modern neuromarketing, and for business – as a practical toolkit for enhancing the effectiveness of communication and the competitiveness of companies in the digital environment. Keywords: neurotechnologies, neuromarketing, neuromarketing tools, social networks, promotion strategy, artificial intelligence.