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

Abstract

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