Mapping the Evolution of Sensory Marketing: A Bibliometric Analysis

In recent years, sensory marketing, particularly in the context of atmospheric and ambient environments, has witnessed substantial growth in research activities. However, despite this proliferation of studies, there has been a lack of comprehensive scientific mapping in this domain. To address this gap, this study employs bibliometric analysis to examine the body of research in sensory marketing. Data were extracted from the Scopus database using article classification, a journal coverage criterion. The analysis used the Biblioshiny application within the bibliometric package developed in R-Studio and VOS Viewer. The findings indicate an exponential growth in research within this field, with most publications originating from the United States of America and China. Key topics that emerged prominently in this research include ‘sensory marketing’, ‘sensory brand experience’, ‘customer satisfaction’, ‘five senses’, and ‘aesthetics’. In this article, the core elements of sensory marketing are defined as ‘background music’, ‘advertising’, and ‘sensory brand experience’, offering valuable insights for marketers seeking to leverage sensory marketing for long-term benefits. The study makes a variety of contributions. It details the development of sensory marketing during the last few decades. In conclusion, sensory marketing is a complex strategy that harnesses the power of the human senses to provide memorable brand experiences. The study shows the scope of assisting future digital sensory marketing in shaping consumer perceptions and preferences and understanding cross-cultural marketing in the increasing landscape of digital sensory marketing.