The present study aims to examine the structural architecture of the entertainment construct in modern advertising and to identify its core variables through word co‑occurrence analysis. In terms of purpose, the study is descriptive, and regarding application, it is developmental. The research employs a meta‑synthesis approach combined with scientometric techniques, including co‑word and co‑authorship analysis. It adopts a mixed approach integrating a systematic review with word co‑occurrence network analysis to redefine the internal architecture of the entertainment construct. For data analysis, the meta‑synthesis method was used, while scientometric approaches and VOSviewer software were applied to integrate, cluster, and structurally analyze the extracted concepts. The findings indicate that, through the examination of 211 key lexical units extracted from authoritative scientific sources, nine fundamental variables were identified within behavioral and experiential dimensions and were organized into a comprehensive classification. The results critique the inefficiency of classical models in explaining the complexities of modern advertising and provide an evidence‑based framework for operationalizing the construct. This study contributes not only to the development of consumer behavior theories but also offers a strategic tool for marketing managers in designing and evaluating advertising content. Furthermore, the findings establish a solid foundation for future empirical studies aimed at measuring the effectiveness of these dimensions within platform‑based environments.