Evolução do marketing experiencial: uma abordagem teórica à sua definição - Revisão Sistemática da Literatura
DOI:
https://doi.org/10.18041/1900-3803/entramado.1.6140Palavras-chave:
Marketing sensorial, paisagem de serviços, experiência do consumidor-cliente, experiência de marca, gestão do relacionamento, gestão do relacionamento com o clienteResumo
O objetivo desta pesquisa foi analisar a atividade científica que tem girado em torno do marketing experiencial, com base numa Revisão Sistemática da Literatura cuja janela de observação foi o período entre 2000 e 2019. A equação de pesquisa resultou em 236 documentos em Scopus e 309 em Web of Science, que, uma vez refinados, resultaram num total de 522 documentos. Para visualizar as informações, foi utilizada a ferramenta VoSViewer, que permitiu a representação das relações existentes, e o software Árvore da Ciência (ToS) foi utilizado para determinar a hierarquia genealógica da literatura científica. Os resultados mostram quais são os antecedentes, os temas de interesse para os acadêmicos, os países com mais trajetória de pesquisa na área e as redes de trabalho colaborativo, bem como os autores e estudos mais relevantes neste campo e as tendências do marketing.
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