Mapping the field of sensory marketing: a comprehensive bibliometric analysis

Abstract

Purpose The objective of this review article is to meticulously examine and critically evaluate the present body of literature on sensory marketing. The study aims to explore this domain’s latest trends and prospects using diverse metrics such as annual publication trends, authorship patterns, most cited publications, sources analysis, co-citation patterns, keyword analysis and thematic analysis. Design/methodology/approach In the study, bibliometric analysis is used to assess the different advancements in the field. To perform performance analysis, science mapping and network analysis, VOSviewer, Bibloshiny and MS Excel are used. Additionally, the Scopus database is used to extract literature related to the subject area. Findings The most cited author of the domain is Biswas D, while the most prolific source of the domain is Plos One, additionally “An integrative review of sensory marketing: Engaging the senses to affect perception, judgment, and behavior” is stated as the most cited publication in the domain. Moreover, experiential marketing is reported as the most important keyword of the domain. Additionally, other findings reported are stated in the main body of the research study. Practical implications Practical implications of the study extended to marketing practitioners, future researchers and various stakeholders interested in the subject area. Originality/value What stands this research paper apart from other studies is the comprehensive approach to the evaluation of literature using VOSviewer, Bibloshiny and MS Excel and in-depth evaluation of the domain using performance analysis, science mapping, network analysis and thematic analysis.