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S-O-R Theory is widely used in consumer behaviour studies. Comprehensive and holistic reviews of the theory's evolution remain limited, highlighting a significant gap in the research. This study addresses that gap through a bibliometric analysis, focusing on papers indexed in Scopus. The selection criteria are limited to English papers in the management field and open-access publications. The findings reveal that S-O-R Theory is commonly applied in research areas such as digital platforms, tourism destinations, live streaming, festivals or events, and cultural tourism. Furthermore, the variable of purchase intention dominates studies employing the SOR framework. As a result, variables such as social presence, interactivity, and sentiment analysis are suggested as potential stimulus variables for future research.
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