In recent times, there has been a significant decline in hotel occupancy rates, and this is primarily due to marketing performance. Hoteliers and the decision-makers are thus seeking new strategies to increase occupancy rates by enhancing marketing performance. The present work examined the relationship between customer relationship management performance and marketing performance by considering the moderating role of social customer relationship management on this relationship. In this work, both the “Resource-Based View Theory” and “Social Exchange Theory” were employed. Data from hotel managers in Jordan were collected, with 139 responses being collected and analyzed altogether. “Smart Partial Least Squares” were used for the analysis process, which showed that customer relationship management performance positively impacted marketing performance, and that Social customer relationship management also had a positive effect on marketing performance. Moreover, the relationship between customer relationship management performance and marketing performance is enhanced through social customer relationship management. These findings can be used by hoteliers to develop effective marketing strategies using new technology and communication tools.

Although there have been unprecedented advances in technology worldwide, it is challenging for businesses and marketers to develop novel strategies of attracting consumers because the latter’s online shopping intentions have not changed according to the technological advances. Given these considerations, the present paper investigated how online shopping intention was influenced by website design and online reviews, how the relationship between website design and online shopping intention was moderated by online reviews, and how the relationship between online reviews and online shopping intention was moderated by digital coupon sales promotion. To that end, the paper drew on the theoretical framework of the Unified Theory of Acceptance and Use of Technology. A sample of consumers from Jordan was used for data collection, with Smart Partial Least Squares being employed for the analysis of the 225 responses received. Based on the findings, online shopping intention was favorably influenced by website design and by online reviews, while the relationship between website design and online shopping intention was moderated by online reviews. Likewise, the relationship between online reviews and online shopping intention was moderated by digital coupon sales promotion. Digital marketing agencies can use such findings to develop a marketing strategy targeting young adult consumers in Jordan.

This research paper aims to investigate the effect of Internet of Things (IoT) on Search Engine Optimization (SEO) by considering the mediating role of user behavior on this effect. A conceptual research model was developed in accordance with the UTAUT and based on a thorough analysis of extant research. A self-handled questionnaire survey was administered to a purposely selected sample of employees working in telecommunications companies in Jordan. A dataset of 131 usable questionnaires were subjected to data analysis using SmartPLS 3.0. The main findings showed that IoT affected SEO and user behavior. User behavior was also found to be significantly predicted by IoT and to mediate its effect on SEO. The results revealed the significance of SEO as an emerging effective electronic marketing tool in encouraging consumers' adoption of new technologies. The paper ends with a discussion of findings, conclusions, and areas for future research.