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Arini, Rani Eka
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Experiential Marketing: Bibliometric Mapping of Consumer Engagement Sudirjo, Frans; Pahrijal, Rival; Arini, Rani Eka
West Science Social and Humanities Studies Vol. 3 No. 12 (2025): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v3i12.2516

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.
Co-Authors Abas, Sofyan Alfiansyah, Ikhwan Andarmoyo, Sulistyo Andiani, Paramita Apriyanto, Apriyanto Arief Fahmi Lubis Arisondha, Edy Azwar, Edy Budi Nugroho Bunyamin, Ilham Akbar EKO WAHYUDI Eliza, Yunita Fachry Abda El Rahman Faridah Faridah Fildansyah, Rully Frans Sudirjo GOMIES, STEVANUS JOHAN Haerawan, Haerawan Hardiwinoto Hardiwinoto, Hardiwinoto Hendratri, Bhaswarendra Guntur Heni Widyaningsih, Heni Judijanto, Loso Kristian Panjaitan, Feliks Anggia Binsar Lasmiatun, KMT Latifa Dinar Rahmani Hakim Lesmana, Tera Mei Rani Amalia Muhtadi, Muhamad Ammar Muhtadi, Muhammad Ammar Nasution, Emmi Rahmiwita Nofirman, Nofirman Novitasari, Salwa Aulia Nugroho, Rahmat Joko Pahrijal, Rival Priyana, Yana Purnomo Purnomo Putu Doddy Heka Ardana Ramdhani, Rahmat Rosdiana Rosdiana Sarie, Fatma Selvia Junita Praja Siregar, Nurganda Siti Annisa Wahdiniawati, Siti Annisa Sudarmanto, Eko Supriandi Supriandi, Supriandi Titi Haryanti Untung Untung, Untung Yulianti, Siska Dwi Yuliawati, Refiana Yusniar, Yusniar