Indeed, sensory marketing has gained considerable relevance as a strategic tool that allows firms to influence customers' perceptions, feelings, and buying behaviour through stimulating their senses. Although sensory marketing has always been related to physical settings of the business environment, the fast development of the digital technologies has extended its use to digital settings using visual, auditory, and interactive forms. In spite of increased implementation of digital sensory marketing, there are substantial differences between digital and physical environments regarding the number of sensory stimuli used. There is little research comparing these two contexts and investigating the similarities and differences between them. An integrated conceptual understanding of this issue is required in order to reveal how different sensory stimuli affect customers in digital and physical environments and influence their purchasing behaviour. Thus, this study compares digital and physical sensory marketing based on literature review of recent years and the impact of the sensory marketing on customers' experience and purchase decisions. A thorough review of peer-reviewed journals was performed on articles that appeared within the period from 2020 to 2026 with regard to identifying themes, theories, and trends in sensory marketing. The results show that physical sensory marketing creates richer multisensory experiences through interaction with products, which improves trust, emotions, and purchase confidence of consumers. On the other hand, digital sensory marketing is based mostly on visual and auditory stimuli and thus requires people to make up for the lack of missing senses using imagination and cognition. However, the gap between missing and available sensory information is being narrowed due to the use of new technologies like Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), and haptic devices. In addition, customer experience is considered to be an important mediator that increases the association between sensory marketing and purchase decisions in digital and physical realms.  The proposed model enriches the theory of sensory marketing because it includes aspects of digital and physical environments into one theoretical construct. The results provide valuable information for further research and practical application in retailing and digital marketing.