The study aimed to clarify the most important interconnected factors in the tourism sector “especially in hotels” that contribute to enhancing the interaction of current customers of hotels operating in tourism sector in light of the presence of the customer’s hotel experience as a moderator variable, through an empirical study on hotels, based on an analysis of the opinions of a sample of hotels customers in this sector. The study has been done depending on a questionnaire designed for this purpose and the study employs SmartPLS to analyze the data collected. The study found that the variables: employee efficiency, improving service quality, re-engineering business processes, and enhancing customer relationship management affect the business output generated by current customers of hotels, but the impact of these factors varies on the customers repurchase intention. The factor (Employee’s competencies- EC) has the greatest degree of correlation with an impact coefficient of (-0.227), while the lowest degree of correlation is for the factor (Reengineering business process- RBP) with an impact coefficient of (-0.034). By adopting the variable (CSE) as a moderator variable, the relationships between the independent factors and the dependent factor showed a significant change from the inverse relationship to the direct relationship. The study also showed, through the coefficient of determination (16.1%), that the selected independent factors can be developed either by expanding the sample or by selecting other simple factors or a composite of more than one factor. The moderator variable showed a negative effect on the relationship between the dependent factor (CR) and both factors (ERM and ISQ), while its effect was positive on the relationship between the dependent factor and the other independent factors (RBP and EC).

This research examined how virtual reality technology affects the marketing performance of the fashion industry in Jordan. Based on a sample composed of 528 online customers, structural equation modeling (SEM) was utilized as a statistical approach for hypothesis testing. The research findings demonstrated that virtual reality technology had a positive significant impact on marketing performance. This examination provides many implications that managers in the fashion industry in Jordan could recognize, the most notable was encouraging them to focus on increased product demos utilizing virtual reality technology in order to improve customers' comprehension of the product and boost their confidence when making purchase decisions.

In this digital age, fraudulent practices are among the most challenging that organizations must be aware of due to the increasing use of online transactions. This also applies to the banking sector whose business has become more complex with the recent developments in information and communication technology, which has changed the nature of bank fraud requiring advanced prevention measures. From this perspective, this paper aims to determine how cybersecurity affects fraud prevention for Jordanian commercial banks. A five-dimensional NIST cybersecurity framework was used. The research data was collected from 173 information technology managers in commercial banks listed on the Amman Stock Exchange. Structural equation modeling (SEM) was applied to investigate research hypotheses. The results of the research demonstrated the significant impact of cybersecurity in fraud prevention, especially detect function which had the largest impact among the dimensions of cybersecurity. Therefore, a set of recommendations were formulated for policymakers in Jordanian commercial banks, the most important of which is the adoption of multi-factor authentication (MFA) approaches for customer accounts, employee access, and biometric systems that add an additional layer of protection and make access to sensitive information to unauthorized individuals more difficult.

Recent technological advancements are endless and have had a profound influence on everyone in every part of life throughout the preceding decades. Artificial intelligence is one such invention that has the potential to change the world. Now, artificial intelligence is being used in almost all commercial operations. Hence, this research attempted to investigate the impact of artificial intelligence dimensions, including natural language processing, machine learning, expert systems, and computer vision on the financial decisions of pharmaceutical companies in Jordan. A cross-sectional approach was used through a comprehensive survey to collect research data from 148 accountants and financial managers in pharmaceutical companies listed on the Amman Stock Exchange with a response rate of 81.3%. The research hypotheses were examined using structural equation modeling of the collected quantitative data. The results indicated that the dimensions of artificial intelligence positively impact financial decisions. Accordingly, companies should spend on building strong artificial intelligence infrastructure and skills. Access to modern artificial intelligence technology, data analysis tools and cloud computing resources are also essential to rationalizing financial decision-making. Besides, Jordan's pharmaceutical sector can overcome these limitations and realize the full potential of artificial intelligence in financial decision-making by solving data privacy issues, encouraging ethical AI re-search, investing in artificial intelligence expertise, and enhancing collaboration.

Social media influencers have become a more effective modern marketing approach used by businesses to influence consumers' intention and attitude. This study explores this influence by involving several factors of influencer’s characteristics on both consumers’ attitude and intention. Also, a moderation role of vloggers as a new emerging marketing tool is also examined in this research. To conduct this research and achieve its key objective, the study uses a quantitative research method to collect data from TikTok users which has also become a more worldwide favorable web device for short videos. PLS-SEM method is conducted in the phase of analysis and the results show a significant influence of the hypothesized research model except the influence of source relatability on consumer attitude and the moderating role of vloggers on consumer intention. The research findings provided unsurprisingly implications and supported the existing related literature in this field but contribute to cover the research knowledge gap through the integrated new model including numerous variables that have not been examined previously together in a unique framework.

Corporate Social Responsibility (CSR) policy, digital marketing and green marketing are considered as some of the most emerging topics. However, the major problem is associated with the lack of CSR policies, development and adaptation of green marketing in the companies operating in manufacturing companies in the UK. In this manner, this study aimed to determine the role of digital marketing, CSR policies and green marketing in brand development. Concerning this, the case of UK’s manufacturing companies was considered which can help the manufacturing companies operating in the UK to make the development of brand more effective, as the consumers would perceive the brand which complies with the environmental laws. To attain the aim, the researchers utilized a quantitative method of data collection where a close-ended survey questionnaire was utilized. The data was collected from the concerned participants working in the manufacturing sector of the UK and the sample size considered for the analysis was based on 404 participants. The analysis was conducted using Structural Equation Modeling (SEM) on Smart PLS. The analysis revealed that the overall impact of green marketing, CSR policy and digital marketing was statistically significant on the brand development of UK’s manufacturing companies. Considering this, it has been recommended to the manufacturing companies in the UK to focus on environmental disclosure, green innovation, green alliance and promotional activity for the purpose of ensuring brand development. However, this study is limited to the geographical bounds of the UK; therefore, it has a certain room for future research.

The aim of the study was to examine the impact of digital marketing capabilities on organizational ambidexterity by focusing on the Information Technology Sector in UAE. Data were primarily gathered through self-reported questionnaires created by Google Forms which were distributed to a purposive sample of managers at different levels via email. This study was conducted structural equation modeling (SEM) to test the hypotheses, which represents a contemporary statistical technique for testing and estimating the relationship between factors and variables. The results showed that the highest impact on organizational ambidexterity was for strategic approach and data content infrastructure, followed by integrating customers with employees, and finally the lowest impact belonged to the process of improving performance. Based on the study findings, the researcher hopes that the decision-makers and managers define all tasks, roles and work procedures in companies through digital marketing systems to improve their organizational ambidexterity and enhance their performance.