DUYUSAL PAZARLAMA ÜZERİNE YAPILAN ÇALIŞMALARIN VOSVİEWER İLE BİBLİOMETRİK ANALİZİ.

This study aims to map the impact of sensory marketing, understand its intellectual structure, and propose future research agendas for scholars in the field. Various analyses were conducted using the VOSviewer software and data from the Web of Science (WOS) database to delineate the development of studies on sensory marketing and create a map of the research landscape. In this examination of 302 works, it was observed that the highest concentration of publications occurred in 2021 (47 works), 2019 (45 works), 2020 (38 works), 2022 (36 works), and 2023 (34 works). The majority of the works were identified as journal articles (256), conference papers (38), editorials (5), and book chapters (21). The findings indicate that the publications were indexed in SSCI (181), ESCI (52), SCIExpanded (30), CPCI-SSH (28), BKCI-SSH (21), CPCI-S (14), and AHCI (1). The most frequently used keywords related to sensory marketing were sensory marketing, consumer behavior, neuromarketing, experiential marketing, touch, and olfaction. This study represents one of the initial endeavors to conduct a comprehensive bibliometric analysis in the field of sensory marketing and map its development. The findings of this research may provide valuable insights for determining future research areas and trends for scholars. [ABSTRACT FROM AUTHOR]