Role of Marketing 5.0 in Business Performance

The study aimed to discover the role of marketing in business performance, which in turn contributes to economic sustainability. The study comprises examining the influence of Marketing 5.0 tools on marketing effectiveness, assessing the adoption and utilization of Virtual and Augmented Reality (VR/AR) in marketing activities, the effectiveness of Chabot’s, discovering the role of Artificial Intelligence (AI) in personalization and customer relationship management, examining the influence of Social Media marketing policies on brand perception and customer engagement, and discovering the use of Big Data Analytics in marketing decision-making processes. The research adopted a literature matrix methodology to analyze relevant articles and extract key findings. The results revealed that adopting Marketing 5.0 tools, including Chabot’s VR/AR, AI, Social Media, and Big Data Analytics, significantly affects marketing effectiveness and business performance. The findings have important implications for businesses pointing to improve their economic sustainability.