Despite the extensive body of research on sensory marketing, comprehensive research that consolidates the accumulated knowledge in this area remains scarce. The present study aims to systematically synthesize and gain a deeper understanding of the body of research related to sensory marketing and to propose future research directions that can further advance this field. This systematic review encompassed 342 articles published from 1984 to 2023, with data retrieved from the Scopus database. Also, a content analysis of 30 selected documents was performed using MAXQDA software. In summary, this study offers a clear overview of the existing literature on sensory marketing, highlighting gaps and providing insights into potential avenues for future research.