IMIB Journal of Innovation and Management

Mapping the Evolution of Sensory Marketing: A Bibliometric Analysis

Rupa Rathee¹, Monika¹ and Pallavi Rajain²

First Published 8 Aug 2024. https://doi.org/10.1177/ijim.241263209

Article Information

Volume 3, Issue 2 July 2025

Corresponding Author:

Monika, Department of Management Studies, Deenbandhu Chotu Ram University of Science and Technology, Murthal, Haryana 131039, India.
Email: monikasingh6394@gmail.com

¹Department of Management Studies, Deenbandhu Chotu Ram University of Science and Technology, Murthal, Haryana, India

²Department of Management, Maharaja Surajmal Institute, Janakpuri, New Delhi, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.

Abstract

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.

Keywords

Sensory marketing, five senses, consumer behaviour, multisensory marketing, bibliometric

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