“…Researchers employ VOSViewer to explore relationships between various entities, such as authors, journals, countries, and institutions, in their extensive body of literature. Through intricate visualization techniques, VOSViewer aids in identifying crucial trends, patterns, and connections within the academic landscape, shedding light on key research themes, prolific authors, influential publications, and the collaborative networks that underpin the field (Saglam, 2022). By delving into these insights, researchers can gain a comprehensive / Kuey, 30 (6), et al Arfan Rehman Sherief understanding of the structure and evolution of neuromarketing and consumer behaviour research, supporting informed data analysis, interpretation, and informed decision-making in their academic pursuits.…”