Enhancing classroom dynamics: exploring the synergy of social marketing, neuromarketing, and artificial intelligence

• Author(s): Martins, Oliva M.D. ; Coelho, Ana Sofia
• Date: 2025
• Persistent ID: http://hdl.handle.net/10198/30734
• Origin: Biblioteca Digital do IPB
• Subject(s): Sport activities; higher education institution; teaching-learning pedagogical practices
• Document Type: Conference paper
• Language: English
• Contributor(s): Biblioteca Digital do IPB

Description

As a part of a research project, this paper refers to the assessment of the degree of knowledge integrating Social Marketing, Neuromarketing and Artificial Intelligence for sustainable economic development activities in Portugal. In addition, aiming to promote good behaviors and understand better the influence of Artificial Intelligence such as AI, VR, AR, big data, etc., on communications, social marketing can also explore neurometrics, biometrics and psychometrics factors to help individuals on their decision-making process. Furthermore, segmentation is a marketing technique that can be used to influence the decision-making process, even promoting good behavior. Considering the assumption that good behavior is very important because it results in benefits not only the individual but also society and the environment, to promote these behaviors, social marketing must communicate through assertive messages. Using neuromarketing theoretical framework to support social marketing communications and understand better the decision-making process, this literature review presents a model which can help teachers as well as social marketeers to promote sports activities in higher education institutions.