The study explores the combined influence of AI technology, supply chain collaboration, and information sharing on supply chain resilience. An integrated study model was developed and tested via smartPLS using a purposive sample of 542 respondents across different industries, to understand how information sharing mediates the collective impact of AI technology and collaborative practices on supply chain resilience. The experimental results demonstrate that AI technology paves the way for timely information and insights generation, which develops collaborative relationships among supply chain partners, facilitates trust and transparency, and thereby, information sharing to exchange pertinent data and insights across the supply chain network. The data were collected by surveying 542 managers from various industries and analyzed using SmartPLS. Relationships among technology adoption, supply chain collaboration, information sharing, and supply chain resilience were investigated. Structural equation modeling (SEM) was employed to observe the direct and mediating effects of information sharing between technology adoption, supply chain collaboration, and supply chain resilience. This study implies that practical information-sharing activities are essential for achieving supply chain resilience amid unpredictability and disturbances in solid market environments. It presents how technology adoption and supply chain collaboration are crucial to supply chain resilience. Information sharing, however, is shown to be an essential mediator, as clear communication and knowledge exchange amongst supply chain partners are fundamentally important in achieving supply chain resilience. Organizations need to invest in AI-driven technologies and develop collaborative ties with their supply chains to be resilient. This paper constitutes a valuable study of the primary drivers of supply chain resilience. It offers implications that organizations can use to persist and grow in the current ambiguous business setting.

This research investigates how social media content marketing impacts customer engagement and it gives more weight to consumer cognition as an intermediary means. According to the study, digital communication has transformed significantly in our modern era, from simple communicative and content-sharing platforms to social media networks evolved into major marketing platforms. Organizations now fundamentally bring about transformations in their interaction with consumers depending on how they choose to use these public forums. As well, this paper begins to provide a comprehensive review of the social media content marketing literature, with topics such as augmented reality, credibility of content, user-generated content, and customer perceptions. The paper has a survey sample of 350 managers from relevant organizations, selected to provide a broad representative range across fields and industries. This study, under the Technology Acceptance Model, aims to understand better, how consumers accept and employ social media content marketing. Research questions to be addressed in this forthcoming paper include an investigation into how consumer belief serves to mediate the relation between social media content marketing and customer engagement Additionally, it aims to investigate the extent to which consumer cognition intervenes in this link, and whether consumers' beliefs moderate results of an interaction with social media platform contents source (such as reading a blog or watching a video). With this theoretical framework and the related literature, the project aims to provide significant insights and make a more successful marketing practice.