Experiential marketing: systematic review and future research agenda

Purpose This study aims to systematically review the experiential marketing (EM) literature by synthesizing the scholarly articles on this domain. Design/methodology/approach This study adopted a hybrid review method comprising both structured literature review (adhering to the PRISMA framework) and lexicometric analysis. Findings The findings showed that several theories have been applied to EM research with stimulus-organism-response theory, cognitive-affect-behaviour model and flow theory being prominently used. The review also proposes a conceptual framework that illustrates the relationships between antecedents and consequences reported in the EM literature. Lexicometric analysis identified four major themes in EM research, including types of marketplaces, consumer responses, service aspects and active purchase behaviour. Research limitations/implications The findings of this research were restricted to articles that met the predetermined criteria. As a result, the findings cannot be generalized to all EM research. Practical implications This study provides suggestions for retailers, marketing personnel and policymakers to use EM strategies as part of marketing campaigns and strategic decision-making. Originality/value While the EM literature is growing, it is often incoherent and fragmented. This study addresses this gap by synthesizing research in this field to provide a comprehensive understanding of the EM phenomenon. Furthermore, the review identifies under-researched areas in the EM domain and suggests future research directions with respect to alternative theories, context, characteristics and methods to extend research in this domain.