Experiential Marketing: Bibliometric Mapping of Consumer Engagement

Authors

  • Frans Sudirjo Jurusan Manajemen, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang
  • Rival Pahrijal Universitas Nusa Putra
  • Rani Eka Arini Universitas Nusa Putra

DOI:

https://doi.org/10.58812/wsshs.v3i12.2516

Keywords:

Experiential Marketing, Consumer Engagement, Augmented Reality, Virtual Reality, Bibliometric Analysis

Abstract

This research explores the intellectual landscape and dynamic themes of consumer engagement with experiential marketing by undertaking a bibliometric analysis. The research, which has spanned more than two decades of research literature on Scopus, has identified the emerging trends, themes, and influential research works, thus presenting a broad picture of this area of research focus. The research results make it clear that there is an increasingly important role of immersive technologies such as Augmented Reality (AR) and Virtual Reality (VR), social media, and other related elements that help intensify consumer engagement practices. The research work proposes a decision-making model regarding customer engagement strategy and delves into the interdisciplinary aspects of this research area, which encompasses psychology, digital media, and marketing strategy. The research work, while presenting its findings, also brings into focus the scattered nature of research work and the need to further investigate new trends and cross-discipline perspectives related to the global scenario of consumer engagement research.

References

[1] A. Mollen and H. Wilson, “Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives,” J. Bus. Res., vol. 63, no. 9–10, pp. 919–925, 2010.

[2] C. Ashley and T. Tuten, “Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement,” Psychol. Mark., vol. 32, no. 1, pp. 15–27, 2015.

[3] W. Tafesse, “An experiential model of consumer engagement in social media,” J. Prod. Brand Manag., vol. 25, no. 5, pp. 424–434, 2016.

[4] K. Bizhanova, A. Mamyrbekov, I. Umarov, A. Orazymbetova, and A. Khairullaeva, “Impact of digital marketing development on entrepreneurship,” E3S Web Conf., vol. 135, 2019, doi: 10.1051/e3sconf/201913504023.

[5] L. D. Hollebeek and K. Macky, “Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications,” J. Interact. Mark., vol. 45, no. 1, pp. 27–41, 2019.

[6] M. Manic, “Short-Form Video Content and Consumer Engagement in Digital Landscapes,” Bull. Transilv. Univ. Brasov. Ser. V Econ. Sci., pp. 45–52, 2024.

[7] S. C. S. C. Yong, X. Gao, and W. S. Poh, “The Effect of Influencer Marketing on Consumer Engagement and Brand Loy-alty,” Int. J. Multidiscip. Appl. Bus. Educ. Res., vol. 5, no. 7, pp. 2357–2364, 2024.

[8] N. Donthu, S. Kumar, D. Mukherjee, N. Pandey, and W. M. Lim, “How to conduct a bibliometric analysis: An overview and guidelines,” J. Bus. Res., vol. 133, pp. 285–296, 2021.

[9] P. K. Chathoth, G. R. Ungson, R. J. Harrington, and E. S. W. Chan, “Co-creation and higher order customer engagement in hospitality and tourism services: A critical review,” Int. J. Contemp. Hosp. Manag., vol. 28, no. 2, pp. 222–245, 2016.

[10] J. Scholz and K. Duffy, “We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships,” J. Retail. Consum. Serv., vol. 44, pp. 11–23, 2018.

[11] M. Pagani and A. Mirabello, “The influence of personal and social-interactive engagement in social TV web sites,” Int. J. Electron. Commer., vol. 16, no. 2, pp. 41–68, 2011.

[12] S. Kim and T. H. Baek, “Examining the antecedents and consequences of mobile app engagement,” Telemat. Informatics, vol. 35, no. 1, pp. 148–158, 2018.

[13] H. Kumar, “Augmented reality in online retailing: a systematic review and research agenda,” Int. J. Retail Distrib. Manag., vol. 50, no. 4, pp. 537–559, 2022.

[14] A. Alvarez-Milán, R. Felix, P. A. Rauschnabel, and C. Hinsch, “Strategic customer engagement marketing: A decision making framework,” J. Bus. Res., vol. 92, pp. 61–70, 2018.

[15] C. Demangeot and A. J. Broderick, “Engaging customers during a website visit: a model of website customer engagement,” Int. J. Retail Distrib. Manag., vol. 44, no. 8, pp. 814–839, 2016.

Downloads

Published

2025-12-31

Issue

Vol. 3 No. 12 (2025): West Science Social and Humanities Studies

Section

Articles

License

Copyright (c) 2025 Frans Sudirjo, Rival Pahrijal, Rani Eka Arini

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Experiential Marketing: Bibliometric Mapping of Consumer Engagement (F. Sudirjo, R. . Pahrijal, & R. E. Arini , Trans.). (2025). West Science Social and Humanities Studies , 3(12), 1793-1802. https://doi.org/10.58812/wsshs.v3i12.2516