The Influence of Visual Sensory Marketing on Brand E-Reputation and Purchase Intention in the digital age: A Quantitative Bibliometric Review (2015–2025)

Abstract

In a context where digital environments are redefining interactions between brands and consumers, visual sensory marketing is asserting itself as a strategic lever for differentiation. This study proposes a quantitative bibliometric review of scientific publications published between 2015 and 2025, focusing on the relationship between visual sensory marketing, e-reputation and purchase intention. Based on a corpus of 1570 articles from the Web Of Science database, the analysis highlights the influence of visual stimuli (color, typography, design) on brand perception and digital credibility. The results, obtained using VOSviewer and Excel tools, reveal the existence of thematic clusters where e-reputation plays a mediating role between visual sensory experience and the purchase decision. Co-occurrence mapping shows that consumer trust, emotion and commitment are key variables in this process of influence. This research makes an original contribution by crossing three dimensions rarely analyzed jointly: sensory visual marketing, online reputation and purchase intention. It offers a new approach to digital marketing, where visual impact and digital reputation shape the perceived value of brands.