The evolution of information technologies has revolutionized the world in recent decades (Wojciech, 2017). Advances in digital technology have resulted in a more connected and engaging marketing environment. Customers' fast paced and ever changing shopping habits have moved from traditional to contemporary as a result of digitalization (Bathmanathan and Rajadurai, 2019). Customers are increasingly looking for products that will allow them to express their creativity and discover their values, as well as become a part of the product, contributing and interacting with it, and then using information technologies to share their experiences and verify that the product is performing as intended, and we are witnessing a new generation of marketing activities, Marketing 4.0. This study explores the concept and evolution of marketing 4.0, presents the key elements of marketing 4.0, examines the impact of technological innovations on customer satisfaction and purchase intentions, identifies marketing opportunities in light of communication and information technologies so that quantifiable benefits can be realised.

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Keywords: Marketing 4.0, Consumer Attitudes, Purchase Intentions, Technology, Digital.