Sentiment-based predictive models for online purchases in the era of marketing 5.0: a systematic review

The convergence of artificial intelligence (AI), big data (DB), and Internet of Things (IoT) in Society 5.0, has given rise to Marketing 5.0, revolutionizing personalized customer experiences. In this study, a systematic literature review was conducted to examine the integration of predictive modelling and sentiment analysis within the Marketing 5.0 domain. Unlike previous research, this study addresses both aspects within a single context, emphasizing the need for a sentiment-based predictive approach to the buyers’ journey. This review explores how predictive and sentiment models enhance customer experience, inform business decisions, and optimize marketing processes. This study contributes to the literature by identifying areas of improvement in predictive modelling and emphasizes the role of a sentiment-based approach in Marketing 5.0. The sentiment-based model assists businesses in understanding customer preferences, offering personalized products, and enabling customers to receive relevant advertisements during their purchase journey. The paper’s structure covers the evolution of traditional marketing to digital marketing, AI’s role in digital marketing, predictive modelling in marketing, and the significance of analyzing customer sentiments in their reviews. The Prisma-P methodology, research questions, and suggestions for future work and limitations provide a comprehensive overview of the scope and contributions of this review.