Neuromarketing integrates neuroscience tools to uncover subconscious drivers of B2C purchasing decisions in digital environments. Despite growing interest, limited frameworks connect neuromarketing insights with digital marketing strategies, particularly in emerging markets. This PRISMA-guided systematic review (2018–2025) synthesizes 30 high-quality studies from Scopus and Web of Science. It examines the evolution of EEG, fMRI, eye-tracking, and biometric techniques, their predictive validity for attention, emotion, and purchase intention, and integration with AI-driven personalization. Findings reveal EEG’s dominance for scalable emotional engagement, machine-learning enhancements for prediction accuracy (70–85 %), and persistent gaps in emerging-market adaptation, ROI demonstration, and ethical governance. The study proposes a conceptual Neuromarketing-Digital Personalization Framework (integrating AIM, RBV, and TAM) that links neural biomarkers to consumer journey stages. Theoretical contributions extend dual-process and prospect theories; managerial implications guide ethical, culturally sensitive digital campaigns. Limitations and future empirical directions in emerging economies are discussed...
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