Evolución del marketing experiencial: una aproximación teórica a su definición - Revisión Sistemática de Literatura
DOI:
https://doi.org/10.18041/1900-3803/entramado.1.6140Palabras clave:
Marketing sensorial, servicescape, experiencia del consumidor-cliente, experiencia de marca, gestión de las relaciones con el clienteResumen
El propósito de esta investigación fue analizar la actividad científica que ha girado en torno al marketing experiencial, a partir de una Revisión Sistemática de Literatura cuya ventana de observación fue el periodo comprendido entre el 2000 y el 2019. La ecuación de búsqueda arrojó 236 documentos en Scopus y 309 en Web of Science, que una vez depurados resultaron un total de 522 documentos. Para visualizar la información, se utilizó la herramienta VoSViewer lo que permitió representar las relaciones existentes, así mismo, se hizo uso del software Tree of Science (ToS) para determinar la jerarquización genealógica de la literatura científica. Los resultados muestran cuáles son los antecedentes, los temas de interés para los académicos, los países con mayor trayectoria de investigación en el área y las redes de trabajo colaborativo, así como, los autores y estudios más relevantes en este campo y las tendencias del marketing.
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