ORCID
Dawid Gajda: 0000-0002-4094-0027
Keywords
sensory marketing, new technologies, customer experience
Abstract
Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May 2022 were included. Four inclusion criteria were used: database, terms, language, and cover period. No methods were used to assess the risk of bias in the included studies. 33 items of literature were qualified for qualitative synthesis. Based on the analysis, a conceptual framework of the most commonly used antecedents and outcomes in research was created, and two main research areas were identified: sense of telepresence and research by technology type. In view of this, further research directions based on the identified research gaps were indicated.
Acknowledgments
The cost of editing selected articles published in the Journal of Marketing and Consumer Behaviour in Emerging Markets in the 2022–2024 is covered by funding under the program “Rozwój Czasopism Naukowych” of the Ministry of Education and Science under agreement No. RCN/SN/0322/2021/1. Task title: “Verification and correction of scientific articles and their abstracts”. Funding value: 25 053,00 PLN; The task consists of professional editing of articles published in English.
Recommended Citation
Gajda, D. (2023). New technologies in the fieldof sensory marketing and customer experience:a systematic literature review. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2023(1), 51-78. https://doi.org/10.7172/2449-6634.jmcbem.2023.1.4
First Page
51
Last Page
78
Page Count
28
Received Date
2022-11-17
Revised Date
2023-02-18
Accepted Date
2023-03-20
Online Available Date
2023-05-10
DOI
10.7172/2449-6634.jmcbem.2023.1.4
JEL Code
M30, M31, O33
Publisher
University of Warsaw
Included in
Advertising and Promotion Management Commons, E-Commerce Commons, Marketing Commons, Public Relations and Advertising Commons, Sales and Merchandising Commons, Social Media Commons
