Análisis cienciométrico de la producción científica sobre la inteligencia artificial aplicada al neuromarketing durante el periodo 2019-2024 en Colombia y en el mundo.

Andrade Cárdenas, Daniela; Ríos Urrea, Paula Alejandra

Análisis cienciométrico de la producción científica sobre la inteligencia artificial aplicada al neuromarketing durante el periodo 2019-2024 en Colombia y en el mundo.

dc.contributor.advisor	Garzón Medina, Carolina
dc.contributor.author	Andrade Cárdenas, Daniela
dc.contributor.author	Ríos Urrea, Paula Alejandra
dc.contributor.corporatename	Universidad Santo Tomás
dc.date.accessioned	2026-02-02T20:51:51Z
dc.date.available	2026-02-02T20:51:51Z
dc.date.issued	2026-01-22
dc.description	El presente estudio analiza de manera integral el estado de la producción científica sobre la inteligencia artificial (IA) aplicada al neuromarketing durante el periodo 2019–2024, tanto a nivel global como en Colombia. La investigación surge ante la ausencia de caracterizaciones sistemáticas que permitan comprender la evolución, el impacto, las tendencias temáticas y las redes de colaboración en un campo marcado por su alto dinamismo y creciente relevancia. El objetivo general consistió en reconocer el estado actual de dicha producción científica a partir de un análisis cienciométrico riguroso. Metodológicamente, se desarrolló un estudio cuantitativo, descriptivo y no experimental, sustentado en técnicas cienciometrías y bibliométricas. Se utilizaron las bases de datos Scopus, Scielo, La Referencia y Scimago, desde las cuales se recopilaron artículos publicados entre 2019 y 2024 que relacionan IA y neuromarketing. La información fue procesada mediante herramientas como VOSviewer, Bibliometrix/Biblioshiny y Excel para identificar indicadores de productividad, impacto, coautoría, co-citación, co-ocurrencia y evolución temática. Los resultados evidencian un crecimiento sostenido en las publicaciones relacionadas con la convergencia entre IA y neuromarketing, con una fuerte concentración en países desarrollados como China, Estados Unidos y Reino Unido. Se observa, además, una participación emergente de América Latina y un interés creciente en la integración de algoritmos de machine learning, reconocimiento facial, análisis EEG y modelos predictivos aplicados a la comprensión del comportamiento del consumidor. Entre las tendencias destacadas se encuentran el análisis multimodal, el uso de IA explicativa (XAI) y la ampliación del debate ético alrededor del tratamiento de datos neurofisiológicos. Se concluye que la IA aplicada al neuromarketing constituye un campo en expansión, con oportunidades significativas para la investigación interdisciplinaria y la colaboración científica. Asimismo, se identifica la necesidad de fortalecer la participación latinoamericana y consolidar marcos éticos que garanticen un desarrollo responsable de estas tecnologías en el ámbito académico y empresarial.
dc.description.abstract	This study aimed to analyze the state of scientific production on artificial intelligence applied to neuromarketing during the period 2019–2024 in Colombia and worldwide. The research followed a scientometric approach, using Scopus, La Referencia, Scielo, and Scimago databases as data sources. Relevant articles were collected and processed to identify indicators of growth, productivity, and impact, as well as citation and co-citation networks among authors and countries. The results revealed a steady increase in publications, with higher concentration in developed countries and emerging participation from Latin America. A growing focus was also observed on integrating artificial intelligence with neuroscientific tools to analyze consumer behavior. It was concluded that the field shows expanding development, offering opportunities for research and collaboration to strengthen its impact in both academic and business contexts
dc.description.degreelevel	Pregrado	spa
dc.description.degreename	Profesional en Mercadeo	spa
dc.format.mimetype	application/pdf
dc.identifier.citation	Andrade Cardenas, D. y Ríos Urrea, P. A. (2026). Análisis cienciométrico de la producción científica sobre la inteligencia artificial aplicada al neuromarketing durante el periodo 2019-2024 en Colombia y en el mundo. [Trabajo de Grado, Universidad Santo Tomás]. Repositorio Institucional.
dc.identifier.instname	instname:Universidad Santo Tomás	spa
dc.identifier.reponame	reponame:Repositorio Institucional Universidad Santo Tomás	spa
dc.identifier.repourl	repourl:https://repository.usta.edu.co	spa
dc.identifier.uri	http://hdl.handle.net/11634/71371
dc.language.iso	spa
dc.publisher	Universidad Santo Tomás	spa
dc.publisher.branch	CRAI-USTA Bogotá
dc.publisher.faculty	Facultad de Mercadeo	spa
dc.publisher.program	Pregrado Mercadeo	spa
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dc.rights	Attribution-NonCommercial-NoDerivs 2.5 Colombia	en
dc.rights.accessrights	info:eu-repo/semantics/openAccess
dc.rights.coar	http://purl.org/coar/access_right/c_abf2
dc.rights.local	Abierto (Texto Completo)	spa
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/2.5/co/
dc.subject.keyword	scientific production
dc.subject.keyword	scientometrics
dc.subject.keyword	artificial intelligence
dc.subject.keyword	neuromarketing
dc.subject.keyword	marketing
dc.subject.lemb	Mercadeo
dc.subject.lemb	Cienciometría
dc.subject.lemb	Producción científica
dc.subject.proposal	producción científica
dc.subject.proposal	cienciometría
dc.subject.proposal	inteligencia artificial
dc.subject.proposal	neuromarketing
dc.subject.proposal	marketing
dc.title	Análisis cienciométrico de la producción científica sobre la inteligencia artificial aplicada al neuromarketing durante el periodo 2019-2024 en Colombia y en el mundo.
dc.type	bachelor thesis
dc.type.coar	http://purl.org/coar/resource_type/c_7a1f
dc.type.coarversion	http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.drive	info:eu-repo/semantics/bachelorThesis
dc.type.local	Trabajo de grado	spa
dc.type.version	info:eu-repo/semantics/acceptedVersion