BIBLIOMETRIC ANALYSIS OF SCIENTIFIC STUDIES ON SENSORY MARKETING

L. Saher

Sumy State University,
Sumy, Ukraine

L. Syhyda

Sumy State University,
Sumy, Ukraine

A. Nazarenko

Sumy State University,
Sumy, Ukraine

Pages: 76-84

Original language: Ukrainian

DOI: 10.21272/1817-9215.2021.1-9

Summary:

The article presents the results of the publications' analysis on the issue of sensory marketing. The study was conducted using bibliometric analysis, and the visualization method was used to visualize the results. In total, to achieve the goal of this study, 182 publications (articles) from the Scopus database for the period from 2004 to 2020 were processed. The search in the Scopus database was performed in the field "title, abstract, keywords". Visualization of the results was performed using VOSviewer programs.

The analysis provides the following results. First, the study found that the problem of sensory marketing is quite new and in development. The total number of publications in the field of sensory marketing, as well as the number of citations, is gradually increasing since 2011. The peak of publishing activity was in 2020. Second, one-third of publications are related to such areas of knowledge as business, management, and accounting, while 10% of publications are related to economics, econometrics, and finance, and 10% of publications are related to psychological sciences. Third, scientists from different institutions, countries, and continents work on the issue of sensory marketing. The scientific cooperation becomes deeper. It contributes to the creation of geographical clusters. The three largest clusters are formed around the United States, Great Britain, and France. Fourth, six articles were cited more than 100 times. It indicates their high scientific level. Fifth, the main "critical" areas of research on sensory marketing include sensory marketing, marketing, consumer behavior, color, and music. Around these keywords powerful scientific clusters are formed. Moreover, the research topic of sensory marketing was significantly deepened, moving from the analysis of the relationship between sensory marketing and consumer behavior in articles published before 2015, to a comprehensive approach of the sensory marketing tools use, their impact on product sprinting, storage, etc., starting in 2019 p.

The obtained results of the analysis and their graphical interpretation are relevant and form the basis for a better understanding of the issues of sensory marketing. They can help to find the gaps and offer useful guidance for further researches.

Keywords:
bibliographic analysis, visualization, sensory marketing, citations, sense organs.

Reference:
  1. Bozhkova, V.V., Ptashchenko, О.V., Saher, L.Yu., & Syhyda, L.O. (2018). Transformation of marketing communications tools in the context of globalization. Marketing and Management of Innovations, 1, 73-82.
  2. Teletov,, Teletova, S., & Letunovska, N. (2019). Use of language games in advertising texts as a creative approach in advertising management. Periodicals of Engineering and Natural Sciences, Vol. 7, No 2, 458-465.
  3. Khomenko, L.M. (2020). Pinterest yak suchasnyi marketynhovyi instrument v tsyfrovii ekonomitsi (Pinterest as a modern marketing tool in the digital economy). III Vseukr. nauk.-prakt. internet-konf “Marketynh v umovakh rozvytku tsyfrovykh tekhnolohii”. Sumy : IVV Lutskoho NTU, 208-211.
  4. Melnik, Yu.M., Saher, L.Yu., Illiashenko, N.S., & Ryazantseva, Yu.M. (2016). Classification of basic forms and types of marketing on-line communications. Marketing and Management of Innovations, 4, 43-55.
  5. Teletov,, Teletova, S., Letunovska, N., & Lazorenko, V. (2020). Innovations in online advertising management of Ukrainian business entities. International Journal of Advanced Trends in Computer Science and Engineering, Vol. 9, No. 1.2, 272-279. https://doi.org/10.30534/ijatcse/2020/4091.22020.
  6. Rosokhata, A., Rybina O., Derykolenko, A., & Makerska, V. (2020). Improving the Classification of Digital Marketing Tools for the Industrial Goods Promotion in the Globalization Context. Research in World Economy, 11 (4), Special Issue, 42-52. URL: http://www.sciedupress.com/journal/index.php/rwe/article/view/18668. doi:10.5430/rwe.v11n4p42.
  7. Khomenko, L.M., Saher, L.Yu., & Liubchak, V.V. (2020). Analiz vykorystannia mobilnykh dodatkiv v stratehiiakh brend-menedzhmentu sluzhby krovi (Analysis of the mobile applications use in blood service brand management strategies). II Mizhn. nauk.-prakt. konf. “Brend-menedzhment: marketynhovi tekhnolohii». Kyiv : Kyiv. nats. torh.-ekon. un-t, 146-148.
  8. Oancea Olimpia, & Elena Mihaela. (2015). The Influence of The Integrated Marketing Communication on The Consumer Buying Behaviour. Procedia Economics and Finance, 23, 1446-1450.
  9. Praude, V., & Bormane, (2015). Influence of Marketing Communications on the Processes of Consumers’ Decisions. Regional Formation and Development Studies, No. 2 (7), 110-124.
  10. Hun T.K., & Yazdanifard R. (2014). The Impact of Proper Marketing Communication Channels on Consumer’s Behavior and Segmentation Consumers. Asian Journal of Business and Management, Vol. 02, Issue 02, 155-159. Available from: https://www.researchgate.net/publication/268747724_The_Impact_of_Proper_Marketing_Communication_Channels_on_Consumer's_Behavior_and_Segmentation_Consumers#fullTextFileContent.
  11. Batinic B., & Appel M. (July 2013). Mass communication, social influence, and consumer behavior: Two field experiments. Journal of Applied Social Psychology, 43(7):1353-1368. DOI: 10.1111/jasp.12090.
  12. Jang, Ha-Won, & Lee, Soo-Bum. (2019). Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management. Sustainability, 11, 6430; doi:10.3390/su11226430.
  13. Laimona, Sliburytė, & Jérémy Le Ny. The Influence of Sensory Marketing: a Study of Atmospheric Factors and Consumer Response. 5th International Scientific Conference “Contemporary issues in business, management and education’2017”, 11-12 May 2017, Vilnius, Lithuania. Article ID: cbme.2017.109 (11) Available from: https://www.researchgate.net/publication/317116303_The_Influence_of_Sensory_Marketing_a_Study_of_Atmospheric_Factors_and_Consumer_Response.
  14. Bilan, Y., Pimonenko, T., & Starchenko, L. (2020). Sustainable business models for innovation and success: Bibliometric analysis. in E3S Web of Conferences. 159,
  15. Fahimnia, B., Sarkis, J., & Davarzani, H. (2015). Green supply chain management: A review and bibliometric analysis. J. Production Economics. 162, 101-114.
  16. Letunovska N., Lyuolyov O., Pimonenko T., & Aleksandrov V. (2021). Environmental management and social marketing: a bibliomentric analysis. E3S Web of Conferences 234. ICIES 2020. https://doi.org/10.1051/e3sconf/202123400008.
  17. Rosokhata A., Minchenko M., Khomenko L., & Chygryn O. (2021). Renewable Energy: A Bibliometric Analysis. E3S Web of Conferences 250. (TRESP 2021). DOI: 10.1051/e3sconf/202125003002.
  18. Saher, L., Syhyda, L., Korobets, O., & Berezianko, T. (2021). Closed-loop supply chain: A bibliometric and visualization analysis. in the E3S Web of Conferences, 234.
  19. Shvindina, H. (2019). Coopetition as an Emerging Trend in Research: Perspectives for Safety & Security. Safety, 5(3).
  20. Vakulenko, I., Saher, L., Lyulyov, O., & Pimonenko, T. (2021). A systematic literature review of smart grids. in the E3S Web of Conferences, 250. doi:10.1051/e3sconf/202125008006.
  21. Khomenko L., Saher L., & Polcyn J. (2020). Analysis of the Marketing Activities in the Blood Service: Bibliometric Analysis. Health Economics and Management Review, 1, 20-36. DOI: 10.21272/hem.2020.1-02.