THE ROLE OF BIG DATA IN MARKETING 5.0 : A SYSTEMATIC LITERATURE REVIEW
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Sri Sulistiya Wati(1)
Magister of Management, Fakultas Ekonomi dan Bisnis, Universitas Negeri Malang
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Moehammad Robith Nahdi(2)
Magister of Management, Fakultas Ekonomi dan Bisnis, Universitas Negeri Malang
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Sastiana Mandasari Fathonah(3*)
Magister of Management, Fakultas Ekonomi dan Bisnis, Universitas Negeri Malang
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Wening Patmi Rahayu(4)
Magister of Management, Fakultas Ekonomi dan Bisnis, Universitas Negeri Malang
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Titis Shinta Dewi(5)
Magister of Management, Fakultas Ekonomi dan Bisnis, Universitas Negeri Malang
(*) Corresponding Author
Keywords:
Bigdata, Digital Marketing, Systematic Literature Review
Abstract
In the context of marketing, society 5.0 has major implications that fundamentally change how businesses operate and interact with consumers. In marketing 5.0, the use of big data is crucial; technological developments that influence consumer behavior and increasing market competition necessitate an analysis of consumer habits to facilitate marketers in advertising their products. This research employs the Systematic Literature Review (SLR) method using the Watase Uake application to search for articles published from 2021 to 2024. Previous research indicates that big data and related technologies significantly impact marketing and business strategies, enhancing sales prediction accuracy, boosting company profits, and generating innovative digital content.
Keywords: Bigdata; Digital Marketing; Systematic Literature Review
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References
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Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2023). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 61(3), 1278-1313.
https://doi.org/10.1080/00472778.2021.1955127
Timoumi, A., Gangwar, M., & Mantrala, M. K. (2022). Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research. Journal of Retailing, 98(1), 133-151. https://doi.org/10.1016/j.jretai.2022.02.008
Wang, L., Pertheban, T. R. A. L., Li, T., & Zhao, L. (2024). Application of business intelligence based on big data in E-commerce data evaluation. Heliyon, 10(21), e38768. https://doi.org/10.1016/j.heliyon.2024.e38768
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Wu, X., & Liu, H. (2022). Evaluation and Selection of Insurance Marketing Schemes Driven by Multi-source Big Data. Mathematical Problems in Engineering, 2022, 1-9. https://doi.org/10.1155/2022/3642863
Xavier, J., & Picoto, W. N. (2023). Regulation of data-driven marketing and management theory: Bibliometric analysis, systematic literature review and research agenda. International Journal of Law and Management, 65(5), 461-482. https://doi.org/10.1108/IJLMA-02-2023-0022
Xiao, Y., & Watson, M. (2019). Guidance on Conducting a Systematic Literature Review. Journal of Planning Education and Research, 39(1), 93-112.
https://doi.org/10.1177/0739456X17723971
Xu, S., Tang, H., & Huang, Y. (2023). Decisions of pricing and delivery-lead-time in dual-channel supply chains with data-driven marketing using internal financing and contract coordination. Industrial Management & Data
Systems, 123(3), 1005-1051. https://doi.org/10.1108/IMDS-07-2022-0436
Zhou, X., & Zhou, Y. (2022). Research on the Innovative Marketing Model of E-Commerce Platform Driven by Big Data in the Era of Network Economy. Mobile Information Systems, 2022, 1-10. https://doi.org/10.1155/2022/1551264
https://doi.org/10.1007/s10479-023-05261-1
Bakator, M., Ćoćkalo, D., Makitan, V., Stanisavljev, S., & Nikolić, M. (2024). The three pillars of tomorrow: How Marketing 5.0 builds on Industry 5.0 and impacts Society 5.0?. Heliyon, 10(17), e36543. https://doi.org/10.1016/j.heliyon.2024.e36543
Bakator, M., Vukoja, M., & Manestar, D. (2023). Achieving Competitiveness With Marketing 5.0 In New Business Conditions. UTMS Journal of Economics, 14(1), 63–73.
Cohen, M. C. (2018). Big Data and Service Operations. Production and Operations Management, 27(9), 1709-1723. https://doi.org/10.1111/poms.12832
Elias, A. A. (2022). The 'dark side' of data-driven marketing: A system's thinking analysis. Journal of Strategic Marketing, 1-17.
https://doi.org/10.1080/0965254X.2022.2105741
Fedorko, R., Kráľ, Š., & Bačík, R. (2022). Artificial Intelligence in E-commerce: A Literature Review. In M. Saraswat, H. Sharma, K. Balachandran, J. H. Kim, & J. C. Bansal (Eds.), Congress on Intelligent Systems (Vol. 111, pp. 677-689). Springer Nature Singapore. https://doi.org/10.1007/978-981-16-9113-3_50
Garaus, M., Treiblmaier, H., Wagner, U., & Garaus, C. (2025). Innovating the experience economy: How novel technologies transform customer experiences. Digital Business, 5(2), 100134. https://doi.org/10.1016/j.digbus.2025.100134
Helal, G., Ozuem, W., & Lancaster, G. (2018). Social media brand perceptions of millennials. International Journal of Retail & Distribution Management, 46(10), 977-998. https://doi.org/10.1108/IJRDM-03-2018-0066
Judijanto, Loso., Souisa, W., Rukmana, A.y., Kaniawati, K., Karneli, O. (2023). The Effect of Organizational Culture, Digital Marketing Strategy, Service Quality, and Environmental Sustainability on Customer Satisfaction of MSME products in Indonesia. Journal of Management Economics Research. 6(2), 181-196. https://doi.org/10.31002/rekomen.v6i2.1177
Kitchenham, B., & Charters, S. (2007). Guidelines for performing Systematic Literature Reviews in Software Engineering (EBSE 2007-001). Keele University and Durham University Joint Report. Retrieved from
https://www.researchgate.net/publication/302924724_
Guidelines_for_performing_Systematic_Literature_Reviews_in_Software_Engineering
Kotler, P., Hermawan, K., and Iwan, S. 2022. Marketing 5.0 Technology for Humanity. Jakarta: Gramedia
Lyu, X., Jia, F., & Zhao, B. (2023). Impact of big data and cloud-driven learning technologies in healthy and smart cities on marketing automation. Soft Computing, 27(7), 4209-4222. https://doi.org/10.1007/s00500-022-07031-w
Molina, R. I. R., Ruiz, M. J. S., Castro, L. C. M., Raby, N. D. L., Hinojoza-Montañez, S., & Samper, M. G. (2024). Bibliometric behavior of big data and digital marketing as real-time multimedia. 19th International Conference on Future Networks and Communications/ 21th International Conference on Mobile Systems and Pervasive Computing/14th International Conference on Sustainable Energy Information Technology, 241, 526–532.
https://doi.org/10.1016/j.procs.2024.08.075
Muttaqin, A. R., Wibawa, A., & Nabila, K. (2021). Inovasi Digital untuk Masyarakat yang Lebih Cerdas 5.0: Analisis Tren Teknologi Informasi dan Prospek Masa Depan. Jurnal Inovasi Teknologi dan Edukasi Teknik, 1(12), 880–886. https://doi.org/10.17977/um068v1i122021p880-886
Nazarov, A. D. (2019). Big Data Driven Marketing. Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019). Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019), Chelyabinsk, Russia. https://doi.org/10.2991/iscde-19.2019.3
Nixon, L., Apostolidis, K., Apostolidis, E., Galanopoulos, D., Mezaris, V., Philipp, B., & Bocyte, R. (2024). AI and data-driven media analysis of TV content for optimised digital content marketing. Multimedia Systems, 30(1), 25.
https://doi.org/10.1007/s00530-023-01195-7
Ortigueira Sánchez, L. C., Welsh, D. H. B., & Stein, W. C. (2022). Innovation drivers for export performance. Sustainable Technology and Entrepreneurship, 1(2), 100013. https://doi.org/10.1016/j.stae.2022.100013
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2023). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 61(3), 1278-1313.
https://doi.org/10.1080/00472778.2021.1955127
Timoumi, A., Gangwar, M., & Mantrala, M. K. (2022). Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research. Journal of Retailing, 98(1), 133-151. https://doi.org/10.1016/j.jretai.2022.02.008
Wang, L., Pertheban, T. R. A. L., Li, T., & Zhao, L. (2024). Application of business intelligence based on big data in E-commerce data evaluation. Heliyon, 10(21), e38768. https://doi.org/10.1016/j.heliyon.2024.e38768
Wakil, A., Cahyani, R. R., Harto, B., Latif, A. S., Hidayatullah, D., Simanjuntak, P., Rukmana, A. Y., & Sihombing, F. A. (2022). Digital Transformation in the Business World.
Wardani, Y. K. (2025). Pemasaran Berkelanjutan 5.0: Menuju Model Sinergis antara Etika, Digitalisasi, dan Kepercayaan Konsumen. JURNAL LOCUS: Penelitian & Pengabdian, 4(8), 7449–7457. https://doi.org/10.58344/locus.v4i8.4134
Wu, X., & Liu, H. (2022). Evaluation and Selection of Insurance Marketing Schemes Driven by Multi-source Big Data. Mathematical Problems in Engineering, 2022, 1-9. https://doi.org/10.1155/2022/3642863
Xavier, J., & Picoto, W. N. (2023). Regulation of data-driven marketing and management theory: Bibliometric analysis, systematic literature review and research agenda. International Journal of Law and Management, 65(5), 461-482. https://doi.org/10.1108/IJLMA-02-2023-0022
Xiao, Y., & Watson, M. (2019). Guidance on Conducting a Systematic Literature Review. Journal of Planning Education and Research, 39(1), 93-112.
https://doi.org/10.1177/0739456X17723971
Xu, S., Tang, H., & Huang, Y. (2023). Decisions of pricing and delivery-lead-time in dual-channel supply chains with data-driven marketing using internal financing and contract coordination. Industrial Management & Data
Systems, 123(3), 1005-1051. https://doi.org/10.1108/IMDS-07-2022-0436
Zhou, X., & Zhou, Y. (2022). Research on the Innovative Marketing Model of E-Commerce Platform Driven by Big Data in the Era of Network Economy. Mobile Information Systems, 2022, 1-10. https://doi.org/10.1155/2022/1551264
Published
2025-11-01
How to Cite
Wati, S., Nahdi, M., Fathonah, S., Rahayu, W., & Dewi, T. (2025). THE ROLE OF BIG DATA IN MARKETING 5.0 : A SYSTEMATIC LITERATURE REVIEW. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 1677-1688. https://doi.org/10.35508/jom.v18i3.15888
Section
Articles
