Developing a Web Application for Recognizing Emotions in Neuromarketing

  • Filip Filipović
  • Luka Baljak
  • Tamara Naumović
  • Aleksandra Labus
  • Zorica BogdanovićEmail author
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 167)


The subject of this paper is the development of a web application for recognizing emotions in neuromarketing. The goal is to develop an open system that should enable identification of user emotions using a webcam when accessing web content. Recognition of user emotions will be based on computer vision algorithms and machine learning. The developed web applications will serve as the basis for the development of a system that enables personalization of Internet marketing services based on user emotions in near real time. Evaluation of the developed solution has been done through an experiment. Results show that the users’ emotions can be identified using the developed system, with a satisfactory level of precision.


Internet marketing Neuromarketing Computer vision Machine learning Emotion recognition 



The authors are thankful to the Ministry of Education, Science and Technological Development, Grant no. 174031.


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Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  1. 1.Faculty of Organizational SciencesUniversity of BelgradeBelgradeSerbia

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