Marketing 5.0: An Empirical Investigation of Its Perceived Effect on Marketing Performance

The study aims to explore the effect of marketing 5.0 on performance. Marketing was conceptualized using three dimensions: predictive marketing, contextual and augmented reality marketing. This uses a questionnaire collect data from sample employees working in departments 25 furniture stores. Eight were selected based their managers’ recommendations regarding employee knowledge digital total number is 200 participants. Data collected designed as five-point Likert scale. A 190 questionnaires returned valid for analysis. results revealed that both significantly affect In contrast, exerts no significant above concluded enhancing performance requires advanced human-oriented technologies. These technologies transform customers traditional environments into real-world by collecting analyzing real-time customer during shopping process at sale points behavioral intention purchasing decisions. Theoretically, this enriches literature investigating effects related kinds (predictive marketing) It provides researchers with theory upon which they could develop new models examine outcomes. Empirically, shows era most significant. be used enhance ex