Experiential Marketing On Purchasing Decision: A Systematic Mapping Study
Keywords:
Purchase decision, experiential marketing, systematic mapping, research gaps.Abstract
The purpose of this study was to determine the development map of research on experiential marketing and purchasing decision. The research was conducted using a systematic mapping study method to identify, evaluate, and interpret all available and relevant literature related to the research question or domain of interest, through searching the Scopus journal database. Based on the results of SMS, there are 56 studies that meet the inclusion criteria. We classify 56 articles in the topic area by category of type of paper, focus, locus, and year of research publication.
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