The brisk spread of Covid-19 led educational policymakers and organizations to opt for better alternatives to resume the students' educational journey. In this context, Microsoft Teams remained one of the most devoted and credible online platforms that greatly facilitated the educational process across the globe. Current research also analyzed Microsoft Teams acceptance using the self-proposed conceptual model supported by the Technology Acceptance Model by Davis. We employed the survey method and examined the gathered using the applied Structural Equation Modelling (SEM). Results indicated that there is a significant impact of Covid-19 on the Perceived Ease of Use (p> 0.000) and Perceived Usefulness (p> 0.000). Besides, the relationship between Perceived Ease of Use and Perceived Usefulness also remained significant (p> 0.000). Moreover, the proposed relationship between Attitude, Perceived Ease of Use, and Perceived Usefulness also remained substantial (p> 0.009 and p> 0.000). However, the relationship between Attitude and Behavioral Intention remained insignificant (p> 0.556). Finally, the relationship between Behavioral Intention and Microsoft Teams Acceptance remained significant (p> 0.088). Thus, we concluded that Microsoft Teams is an effective study tool that unites students and instructors in the United Arab Emirates. It governs eLearning experiences and, therefore, provides a virtual environment to students and directly influences our perceptions and behavior.

There are various reasons why vaccine fear has resulted in public rejection. Students have raised concerns about vaccine effectiveness, leading to hesitation when it comes to vaccination. Vaccination apprehension impacts students' perceptions, which has an impact on the acceptability of an e-learning platform. As a result, the goal of this study is to look at the post-acceptance of an e-learning platform using a conceptual model with several factors. Every variable makes a unique contribution to the e-learning platform's post-acceptance. In the current study, TAM variables were combined with additional external factors such as fear of vaccination, perceived routine use, perceived enjoyment, perceived critical mass, and self- efficacy, all of which are directly associated with post-acceptance of an e-learning platform. Here, a hybrid conceptual model was used to evaluate the newly widespread use of e-learning platforms in this area in this study in the UAE. In the past, empirical investigations primarily used Structural Equation Modeling (SEM) analysis; however, this study used a developing hybrid analysis approach that combines SEM with deep learning–based Artificial Neural Networks (ANN). This study also employed the Importance–Performance Map Analysis (IPMA) to determine the significance and performance of each element. Through the findings, it was found that fear of vaccination, perceived ease of use, perceived usefulness, perceived routine use, perceived enjoyment, perceived critical mass, and self-efficiency all had a significant impact on students' behavioral intention to use the e-learning platform for educational purposes. It was also shown in the analysis of ANN as well as IPMA that the perceived ease of use of the e-learning platform is the most important indicator of post-acceptance. The proposed model, in theory, provides appropriate explanations for the elements that influence post-acceptance of the e-learning platform in terms of internet service factors at the individual level. In the practical sense, these findings will help decision-makers and practitioners in higher education institutions identify the factors that should be given extra care and plan their policies accordingly. The ability of the deep ANN architecture to identify the non-linear relationships between the factors involved in the theoretical model has been determined in this research. The implication offers extensive information about taking effective steps to decrease the fear of vaccination among people and increase vaccination confidence among teachers and educators and students, consequently impacting society.

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.

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 advent of digital marketing has replaced traditional marketing and shed a great impact on the global economic paradigm. Digital market helps to flourish the service sector by offering the customers desired products. Therefore, the aim of this study is to examine the impact of digital marketing capabilities on business performance enhancement in the United Arab Emirate (UAE) insurance sector. This study used the cross-sectional survey questionnaire method for data collection. This study empirically validated that digital marketing capabilities have a significant impact on business performance enhancement by using the partial least square-structural equation modeling analysis. The findings of this study will be helpful for the regulators and policymakers to design a policy to enhance the business performance by using the means of digital marketing.

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.

This study aimed at examining the impact of E-HRM on organizational health. It focused on telecommunications companies operating in Jordan. Data were primarily gathered through self-reported questionnaires created in Google Forms and distributed to a purposive sample of senior managers via email. AMOSv24 was used to test the study hypotheses. The results of the study show that E-HRM has a positive impact on organizational health. Based on the obtained results, the researchers recommend managers and decision-makers of the telecommunications companies in Jordan to invest in electronic human resources systems, which can help them fully implement human resources practices electronically, to obtain economic savings and to be able to attract talents. The study also highlights the importance of focusing more on the electronic training and development process in order to raise individuals’ practical capabilities, which is reflected in their creativity.

Customers' online shopping intentions have not changed in response to technological advancements, making it difficult for businesses and marketers to invent new strategies to maintain long-term relationships with customers and encourage them to repurchase despite unprecedented technological advancements around the world. Following these issues, the current study investigated how M-CRM, Perceived Ease of Use, and Perceived Usefulness influenced Post-Purchase Behavior, as well as how Ease of Use and Perceived Usefulness mediated the relationship between M-CRM and Post-Purchase Behavior. The study introduces the Unified Theory of Acceptance and Use of Technology as a theoretical framework to accomplish this goal. The 239 responses were evaluated using Smart Partial Least Squares after the data was obtained from a random sample of Jordanian consumers. M-CRM, as well as Perceived Ease of Use and Perceived Usefulness, had a beneficial influence on post-purchase behavior, according to the data. Perceived Usefulness and Ease of Use The relationship between M-CRM and Post-Purchase Behavior was impacted by usefulness. Companies might use these facts to develop a marketing strategy for Jordanian customers.

The purpose of this study is to explore the marketing strategies for the introduction of Beacons technology applications (BLE) technology in businesses and how it can convert potential clients into satisfactory and loyal customers. Open innovation is the pathway to taking businesses to the next level with the help of and introduction to BLE technology contributions. Companies are flexible towards adopting new technologies to make sure that their marketing strategies are working positively. Global Village Dubai was the market that we targeted to study the customers’ needs and wants. This was done through 138 questionnaires distributed among 159 stores that met our research criteria. We used ANOVA through the SPSS program for analysis of the data. The results supported all our hypothesis of the study, which means there is a positive and strong relationship of adopting BLE technology on customers’ satisfaction which leads towards customers’ loyalty, making them stick to the brand for long term. The results of our research revealed that Beacons technology applications have positively influenced marketing strategies which in turn have impacted customer satisfaction and loyalty. The proximity marketing is the best strategy developed in lieu of open innovation. Future studies are welcomed for analyzing the same model in perspective of other markets for clearer advocacy of the hypothesis that proximity marketing is the marketing strategy that helps in customers’ happiness leading towards their loyalty.