Neuromarketing & Sentiment Analysis Research in Higher Education

This study examines how applying neuromarketing techniques to various aspects of higher education (HE) branding – specifically, an official college website page, an official college Facebook page, and recorded online video lectures – can make an impact. The research took place at three different HE institutions and involved 720 participants. For testing purposes, 529 participants evaluated the CARE college website, 59 participants assessed the HAZEF Facebook page, and 132 participants gauged the emotional response of students studying online. The findings are presented as a supplement raw data to the article titled "Exploring the Untapped Potential of Neuromarketing in Online Learning: Implications and Challenges for the Higher Education Sector in Europe," published in the Behavioral Sciences Journal (Q2). The article thoroughly explains and analyzes the entire experimental setup.