Rachna Bhatia, Ruchi Garg, Ritu Chhikara, Aakanksha Kataria and Vishal Talwar
The increased interest and extensive research in Sensory Marketing over the last few decades has created a need to synthesize extant literature. This study offers potential for enriching the area of sensory marketing by performing a scientific literature review. The paper presents a systematic and critical analysis of three decades of sensory marketing research using bibliometric analysis. This study reviews 172 relevant articles published between 1979-2020 to detail the domain. We use VOS viewer to present highly influential articles, authors, institutions, journals, and countries. Further, we present the co-citation analysis of journals, keyword cooccurrence analysis, and network analysis of countries. Network analysis divides the studies into five bibliographic clusters - cross-modality and consumer behavior, multi-sensory marketing and consumer behavior, touch and visual cues, olfactory sense and consumer behavior, and sensory marketing and emotions. Also, the integration of clusters proposes a conceptual framework. A comprehensive discussion on the cluster-wise future research direction is presented.