Impact of 5G and data science on digital marketing: An analytical review and research agenda

Abstract

Objective: This study aims to evaluate the impact of 5G technology across various sectors, focusing on its applications in smart cities, digital marketing, and industrial use cases, with the goal of understanding how 5G enhances connectivity, efficiency, and user experience. Theoretical Framework: The research is based on theories of digital transformation and emerging technologies, highlighting the role of artificial intelligence and advanced connectivity in the evolution of urban, commercial, and industrial systems. Method: A systematic literature review (SLR) was conducted, analyzing studies published from 1996 to 2023. The research utilized social network analysis, content analysis, and business case analysis to gain a comprehensive understanding of the effects of 5G. Results and Discussion: The findings reveal that 5G technology significantly improves connectivity, operational efficiency, and user experience, facilitating real-time communication and advanced resource management. The discussion contextualizes these findings within the theoretical framework, highlighting the benefits and challenges of 5G. Implications of the Research: The study emphasizes implications for digital infrastructure and services, suggesting the need for strategic investments and policies to fully leverage the potential of 5G. Originality/Value: This study provides an integrated and novel view of 5G, distinguishing itself from previous research by offering a holistic perspective on advanced applications.