Previous research states that viral marketing has an important role in increasing consumer purchasing intentions, viral marketing can also encourage increased brand awareness. This research aims to analyze the relationship between Viral marketing and purchasing decisions, Brand awareness and purchasing decisions, and Viral marketing and purchasing decisions. This research method is quantitative through surveys, research data was obtained by distributing online questionnaires to 720 selected online shop customers in Indonesia using a simple random sampling method, and the online questionnaire was designed using statement items with a Likert scale of 1 to 7. Data analysis used a structural equation model based on covariance (CB-SEM) with SmartPLS 4.0 software to analyze research data. The independent variables are viral marketing and brand awareness, and the dependent variable is purchasing decisions. The stages of data analysis are validity testing, reliability testing, model fit testing, and significance testing of hypothesis testing. The results of this research are that Viral marketing has a positive and significant relationship with purchasing decisions, Brand awareness has a positive and significant relationship with purchasing decisions, and Viral marketing has a positive and significant relationship with purchasing decisions. Viral marketing is one of the factors that can influence purchase intentions. Viral marketing is expected to have multiple effects because many people who receive the message can convey it to tens or even hundreds of other internet users. Brand awareness can influence consumers toward purchasing decisions, which states that brand awareness has a significant influence on purchasing decisions.

Research has shown the effect of student engagement, teacher leadership, and curriculum on the effectiveness of the use of learning technologies and the online learning environment. The study included a total of 382 samples that included both teachers and students. Survey respondents are qualified teachers with at least 10 years of teaching experience, as determined through sampling. Participants responded to a study questionnaire that was used to collect data. Data were collected using Smart PLS software, which included validity and reliability assessments and hypothesis tests. The results of the study indicated that the dissemination of learning technology is directly affected by teacher leadership and student participation, which affects its effectiveness. Instructor leadership, student engagement, and successful use of learning technologies directly impact the online learning environment. The use of learning technology is influenced by teacher leadership, curriculum, and student engagement, which ultimately impacts the online learning environment. This study suggests two main results. To enhance the efficiency of learning technology deployment, the focus of public policy should be on enhancing teacher leadership and student performance. Moreover, enhancing the efficient use of learning technology is a critical policy goal to improve the quality of the online learning environment. Students and teachers with enhanced skills should collaborate to share their technological learning materials and management practices to improve students' online learning experiences. Subsequently, modifications were made to the curriculum and there was an increase in teacher leadership.

This quantitative study investigates the relationships between Management Information Systems (MIS), Business Intelligence (BI), and Strategic Planning (SP) within Jordanian Public Listed Companies, with a focus on the mediating role of BI. The target population comprises employees from the 108 public shareholding companies listed on the Amman Stock Exchange, totaling an estimated 1,080 senior managers involved in strategic planning. A random sample of 285 employees was surveyed to achieve a 95% confidence level with a 5% margin of error. Data were collected using a structured questionnaire with multi-item scales adapted from prior studies. Structural equation modeling (SEM) was employed to test the conceptual framework and hypothesized relationships, utilizing the two-step SEM approach with AMOS software. The results reveal significant positive relationships among MIS, BI, and SP. Specifically, MIS exhibits a statistically significant positive effect on SP, supporting previous research indicating MIS provides comprehensive data for informed planning. Furthermore, MIS significantly influences BI capabilities, underscoring the importance of robust MIS infrastructure for advanced BI analytics. BI, in turn, positively impacts SP, aligning with literature suggesting BI tools enhance planning agility and effectiveness through data-driven insights. Bootstrapping analysis demonstrates that BI partially mediates the relationship between MIS and SP. While BI acted as a significant mediating variable, MIS had a significant direct impact on SP, implying that though MIS has a direct impact on SP, it has an indirect impact, through BI, as well. Further analysis revealed that the constructs are interconnected, and that the mediation of BI is a necessary part of the process in Jordanian Public Listed Companies. As such, acknowledging the relevance of MIS, BI, and SP and the mediating role of BI, organizations can adapt their decision-making to achieve sustained competitive advantage within the dynamic business environment in Jordan.

Internal audit is a bulwark ensuring the integrity of financial statements, a linchpin for stakeholder trust and informed corporate decision-making. With the proliferation of complex financial transactions, audit teams face mounting challenges in deciphering voluminous transactional data to safeguard financial reporting quality. Machine learning has the potential to identify signifiers of financial reporting quality. Within the Design Science Methodology framework, we apply the Random Forest Classifier technique to metrics such as the error rate to enhance financial reporting. We find that the Random Forest Classifier identifies that certain parameters are critical to error detection, which enhance account receivable accuracy, lower receivable account control risk. This research advances the argument that technologically-enhanced internal audit procedures can play a pivotal role in ensuring that financial reporting mirrors the economic reality of the company.

Social media has recently drawn the attention of regulators and current research because of its importance in meeting client demand and improving an organization's marketing success. Because of this, the current study investigates how social media strategy, analysts, and active involvement affect social media performance and how social platforms' results affect advertising outcomes for the UAE's electronic industry. This research also examines how customer satisfaction impacts the connections between marketing performance and social media. It also explores how social media performance mediates the intersection of social media tactics, experts, consistent presence on social media, and advertising performance. Data were collected via questionnaires, and data analysis was done using smart-PLS. The findings showed a favorable correlation between social media performance and social media strategies and active participation, as well as a good correlation between social media performance and marketing effectiveness. Additionally, the findings indicated that consumer satisfaction significantly regulates the link between social media performance and advertising effectiveness. They also highlight that social platform efforts positively mediate the link between social media tactics, analysts, active social media use, and performance. This study aided the regulatory agencies in their decision-making and directed them to sharpen their attention on social media to improve marketing efficiency.

This study analyzes the tourism network and destinations after the COVID-19 pandemic using social network analysis (SNA). Analysis of 789 destinations in Thailand has found that the destinations are connected by 1,1175 tourism routes. The network is a sparse network with a low network density. It seems to have a scale-free property that reflects that most destinations have low connectivity and a small number of destinations have high connectivity. The network has a large average path length and low clustering coefficient. Different roles of destinations are identified based on degree, betweenness and closeness centrality. The findings draw implications for vitalizing the sector.

The study aimed to identify the impact of digital transformation and analyze the obstacles and complexities facing the integration of digital technologies into Jordanian Customs and their subsequent impact on achieving strategic flexibility. The study aims to uncover challenges, evaluate their effects, and suggest recommendations to enhance adaptive strategies within Jordanian Customs considering digital transformations. The study included employees in Jordanian General Customs, including customs officials, IT staff, and administrative staff working on digital initiatives. A population of 670 individuals was identified, from whom a purposive sample of (465) directly involved in digital transformation efforts was selected to participate in the study. The study used the descriptive analytical approach to comprehensively investigate the challenges of digital transformation within Jordanian Customs. Surveys, interviews, analysis of regulatory documents formed data collection methods. Quantitative data were subjected to descriptive analysis and regression modeling, while qualitative insights were thematically analyzed to provide a comprehensive understanding of the challenges faced. The analysis revealed the results, the most important of which is that digital transformation has a positive, statistically significant impact in its four dimensions (strategy, organizational culture, transformational leadership, and human resources) in achieving strategic agility in Jordanian Customs, and reveals multi-faceted challenges prevailing within Jordanian Customs, including structural constraints. Infrastructure, resistance to change, cyber security vulnerabilities, and skills gaps among the workforces. The regression analysis highlighted the significant impact of these challenges in hindering the achievement of strategic flexibility within the Customs Department. Based on the results of the study, Jordanian Customs is recommended to take proactive measures to confront the challenges identified. This includes investing in a robust technology infrastructure, implementing targeted training programs to improve employee skills, promoting a culture of innovation, and establishing cross-departmental collaboration to enhance adaptability and strategic flexibility. The study recommended increasing attention to training workers and raising their capabilities to deal with digital transformation positively and improve services.

Mobile Applications offer a new style to service sectors, for instance, in higher education, mobile applications are utilized to provide access to academic resources and academic services. Despite the wealth of mobile applications, they encounter various challenges that have attracted the interest of academia and software developers. The usability issues of mobile applications may cause performance degradation, resulting in the company's loss in terms of cost. This study aims to investigate the usability of the Prince Sattam bin Abdulaziz University (PSAU) mobile application by adopting data mining as a descriptive and predictive process. The first step was gathering data of the usability of the PSAU mobile application using the system usability scale. Afterwards, data was preprocessed into a suitable format to apply data mining methods. Specifically, the explanatory model has been employed to describe and investigate insights related to the usability factors and features of the PSAU mobile application. Furthermore, this study adopted the Four Clustering methods to segment the usability levels of the PSAU mobile application into homogenous groups based on user behavior. Additionally, the predictive model was used to build models for predicting the usability level and Grade and five classification algorithms were employed to predict the usability level and Grade. Most algorithms have given positive results in all performance indicators, where the accuracy rate achieved is 98% to 95% for most methods. The results revealed that the PSAU mobile application has an acceptable usability level, and the data mining methods helped to discover hidden patterns. Furthermore, the findings will help the developers and policymakers understand users' and stakeholders' behavior to find the most common usability problems for each group, and customize the PSAU mobile application.

Reputation management is of more significant consideration for organizations across the globe. However, for relevant purposes, Public Relations accompanied by Artificial Intelligence further play a significant role. Mainly supported by the social exchange theory, this study also focuses on Public Relations practices and Artificial Intelligence as facilitating the pathway to reputation management for online retail organizations in the United Arab Emirates. The researchers selected a sample of n= 330 individuals and analyzed it using Structural Equation Modelling to test the proposed conceptual model. Results revealed that Public Relations practices significantly affect Competitive Value, Online Communication, and Behavior Change. Besides, the effect of Artificial Intelligence on Competitive Value, Online Communication, and Behavior Change also remained significant. Further, the three relevant factors (Online Communication and Behavior Change) significantly affect reputation management, indicating the overall effect of PR practices and AI on reputation management in online retail organizations in the UAE. Hence, it is concluded that PR practices and AI technology have a substantial role in ensuring reputation management. Besides, factors including Competitive Value, Online Communication, and Behavioral Change have a positive role in reputation management, further ensuring attaining the organizational goals. Finally, the researchers discussed the results and highlighted the theoretical implications accordingly.