Smita Sharma’s research while affiliated with Manipal University Jaipur and other places

The advent of marketing 5.0 is gaining strong momentum worldwide. The marketing 5.0 technological landscape now includes other technologies, such as artificial intelligence (AI), the Internet of Things (IoT), and blockchain. The IoT has aided the development of intelligent devices that significantly improve consumer lives. These technologies can also give manufacturers timely, accurate information they can rely on to comprehend consumer behavior and offer the best possible solutions fully. This research aims to learn how the IoT can improve sustainability and customer service in marketing version 5.0. The study uses the idea of integrating the devices needed to create a smart home and comprehending the implications of the data produced by these devices. The study reflects that the comprehensive data obtained by these devices may significantly advance the cause of sustainability and improve customer experiences. The study concludes that IoT in the future will have a significant impact on the lives of customers and will also contribute to the development of the firm's competitive advantage and achieving sustainability in the long run.