This study quantitatively investigates the collaborative framework and competitive landscape of Thailand's evolving music industry, driven by technological progress and changing consumer preferences. By examining data obtained from Thailand's Department of Intellectual Property, specifically...

According to Kotler, Kartajaya, and Setiawan, there are five components of marketing 5.0: it is data-driven, predictive, contextual, augmented, and agile. This paper uses the case study method to investigate the presence of the 5.0 marketing components in promotional strategies employed by the...