Manufacturers employ AI for monitoring vehicle mileage, inspecting components, and scheduling maintenance. Past studies underscore the need for auto-related plans to prioritize environmental protection, concentrating on AI-driven environmental solutions promoted by AI for Good. AI enhances brand success by improving investment, technology, and promotional capabilities. This study emphasizes consistency in AI application across the automotive value chain for brand sustainability. A web-based poll surveyed 120 AI users in marketing, HR, sustainability, as well as 180 sustainability specialists and regulators. The primary goal is to assess, via structural model evaluation, how extraneous variables affect the development of AI-powered brand sustainability strategies. The study highlights AI's sustainability benefits in the automotive industry improving transportation safety, forecasting maintenance, and creating eco-friendly vehicles. However, challenges involve over-reliance on AI, predicting human behavior, and addressing sustainability threats. AI development should consider regional differences, prioritizing openness, policy harmony, and consumer agency. These findings aid marketing and HR professionals in devising customer-centric long-term plans.

Given that social media (SM) has become an integral part of the daily lives of university students and their main window to communicate with the world around them, higher education institutions can no longer help but adopt it as a major part of their marketing strategy and as a major communication channel to enhance their ability to retain their current students and attract new students. Therefore, this study aims to reveal the role of Social Media Marketing (SMM) in promoting student satisfaction factors at Al-Ahliyya Amman University (AAU) and improving their experience, which must have a significant successive impact, starting from enhancing the university's image, to expanding the spread of positive eWOM, and ultimately, increase students' loyalty to the university, To create a practical framework for building a marketing strategy that invests in SMM to enhance student loyalty, relevant literature was evaluated. Business school students were surveyed using a paper questionnaire distributed to students to increase interest and accuracy in answering, to extract conclusions from the data and model variables, a structural equation modelling using Smart-PLS was used. The survey results indicate that (AAU) has not invested sufficiently in promoting some of the satisfaction factors of its students and improving their experience. But in general, it affected somewhat positively the loyalty of its students. The research has important theoretical and practical implications.

Given the widespread adoption of social media as a primary information source, organizations can no longer do without it. The importance of social media in creating sustainable company strategies has increased in tandem with the public's growing knowledge of sustainability issues. This study examines how marketing and social media can create brand sustainability plans. To create a practical framework for creating sustainability strategies, the relevant literature was evaluated. Market managers and digital marketers were surveyed using an online questionnaire. To extract conclusions from the data and model variables, a structural equation model was used. Findings from the survey indicate that businesses are increasingly turning to social media to share information with stakeholders, solicit opinions, and collect information for use in developing sustainability plans. Market managers play a vital role in ensuring the sustainability of their businesses. The research has theoretical and managerial implications.