Currently, artificial intelligence and marketing strategies have become significant factors for improving the business capabilities that lead to improved business performance. Thus, the current study investigates the impacts of artificial intelligence and marketing strategies on the organizational performance of the tourism industry in the UAE. The present study also examines the mediating role of organizational capabilities in linking artificial intelligence, marketing strategies, and organizational performance of the tourism industry in the UAE. The analysis of the moderating impact of organizational behavior on the links between artificial intelligence, marketing strategies, and organizational performance are also part of the current study’s goals. This study used questionnaires to collect primary data from the respondents and analyzed it using Smart-PLS. The results indicated that artificial intelligence and marketing strategies have a positive association with the organizational performance of the tourism industry in the UAE. The outcomes also revealed that organizational capabilities positively mediate the links between artificial intelligence, marketing strategies, and organizational performance. The findings also demonstrated that organizational behavior significantly moderates the links between artificial intelligence, marketing strategies, and organizational performance of the tourism industry in the UAE. This study is relevant for regulators in supporting policy development related to artificial intelligence and marketing strategies for high organizational performance.

It is essential to improve the efficiency of hospitals, especially in the situation of Covid-19. Therefore, the primary purpose of this paper was to examine the effect of supply chain connectivity, perceived ease of use, and task technology fit on big data analytics and efficiency. This study assessed the mediating role of big data analytics as well. A survey questionnaire was developed to collect the data. The data was collected from the employees working in the hospitals of the UAE. For this purpose, convenient sampling was adopted. The questionnaire was adapted from past studies. The questionnaire was distributed among 426 employees. The usable response rate was 73.22%. The gathered data was assessed using PLS 3. The study's findings confirmed the direct effect of supply chain connectivity, perceived ease of use, task technology fit on big data analytics, and efficiency. This study also revealed the significant effect of big data analytics on efficiency. Moreover, the mediating role of big data is also confirmed in the present study. This study fills several theoretical and managerial gaps mentioned. The study's findings are helpful for the policymakers and academicians of the health sector.

The success of the business lies in the effectiveness of the supply chain. Therefore, this study examined the effect of trading partner pressure, knowledge sharing, and digital business strategy on blockchain adoption and supply chain effectiveness. The research design was cross-sectional. For the collection of data, a random sampling technique was adopted, and data was collected from employees of banks. The data was collected in the form of questionnaires. The usable response rate of the study was 61.32%. The gathered data was examined through Smart PLS and SPSS. The study's findings revealed that trading partner pressure, knowledge sharing, and digital business strategy play a significant role in the adoption of blockchain technology. Moreover, the adoption of blockchain technology is the key to improving the effectiveness of the supply chain. In the end, findings also confirmed the mediating effect of blockchain effectiveness. The study's findings are helpful for the policymakers of the banking sector.

The prime concern of the current research effort is to assess the role of social media marketing efforts to explain the consumer-based brand equity among the restaurant industry of the United Arab Emirates. The study incorporated the facilitating conditions, customer experience and brand loyalty that influence the utilization of social media marketing that further develop the consumer-based brand equity. The restaurants are an important element of the hospitality sector in UAE and important due to the huge number of visitors. Therefore, the importance of social media marketing becomes more evident due to effective approaches in attracting the customers remotely. The collected data was analyzed on Smart-PLS and results depict that facilitating conditions, customer experience and brand loyalty influence social media marketing and consumer-based brand equity. However, the mediating role of social media marketing remained insignificant.

This research effort addresses the role of social media marketing activities, the compatibility with latest technology availability and perceived ease of use of social media and technological applications and systems to influence the attitude towards adoption that further enhances the marketing performance. The hotel industry of UAE is required to adopt the social networking sites and online marketing approaches instead of traditional marketing pattern to attract the customers on large-scale worldwide specifically. In addition, Due to Covid19 pandemic era, the need for online applications has increased dramatically to avoid the physical contact. The study contributes to the body of knowledge by explaining the role of social media marketing, its compatibility and ease of use to predict the attitude towards adoption that further influences the marketing performance. The study reported that social media marketing efforts, the compatibility of online applications and perceived ease of use influence the attitude towards the adoption of social networking sites significantly, moreover the marketing performance is influenced by inclined attitude of adoption network related applications.