Beyond the Five Senses: A Systematic Review of Multisensory Integration in the Age of Experience

As experiential consumption becomes central to contemporary brand strategy, the integration of multiple sensory modalities is no longer confined to traditional marketing environments. This systematic literature review investigates how sensory stimuli extending beyond the classical five senses are co-designed within immersive technologies to enhance customer experiences in both physical and digital contexts. A total of 190 peer-reviewed articles published between 2014 and 2024 were analyzed from the Scopus and Web of Science databases. The review develops a conceptual framework that organizes multisensory marketing into antecedents, mediators, moderators, and outcomes, offering a structured lens for understanding emerging practices. Technological embodiments such as virtual reality (VR), augmented reality (AR), three-dimensional environments, and tactile feedback are identified as critical enablers of immersive experiences. Findings emphasize telepresence, or the sense of virtual presence, as a key mediator influencing affective and behavioral responses. Research gaps are noted in relation to technology typologies, user traits, and marketing effects, providing a future research agenda to guide both academic inquiry and managerial practice. This review advances multisensory marketing theory by positioning technological embodiment and telepresence as pivotal mediating constructs that bridge sensory design and customer experience within immersive environments.

Multisensory marketing; Experiential consumption; Immersive technologies

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