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The Rise of Experience Economy and Marketing 5.0: Navigating the New Paradigm of Value Creation
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Author(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India)and Ilse Struweg (University of Johannesburg, South Africa)
Copyright: 2025
Pages: 38
Source title:
Leveraging AI-Powered Marketing in the Experience-Driven Economy
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3693-9561-5.ch001
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Abstract
The 21st century has witnessed a fundamental transformation in value creation, shifting from traditional service-based models to an experience-driven economy. This chapter explores the convergence of the Experience Economy and Marketing 5.0, analyzing how businesses integrate advanced technological capabilities with human-centric approaches to enhance consumer engagement and value delivery. As digital saturation and shifting consumer expectations reshape global markets, organizations must adopt immersive, personalized experiences that blend physical and digital interactions. This research examines the strategic imperatives, economic impact, and societal implications of this paradigm shift, highlighting the role of AI, extended reality, and predictive analytics in experience design. Through theoretical exploration, case studies, and strategic analysis, the author develops a comprehensive framework “Digital Human Integration Framework of Marketing Excellence” for businesses to navigate the new experiential marketing landscape, ensuring competitive advantage in a digitalized world.
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