This paper sought to test the impact of mixed reality technologies on student engagement in Kuwait universities. Physical reality, augmented reality, augmented virtuality, and virtual reality have been relied upon as mixed reality technologies. Moreover, behavioural, cognitive, and emotional engagement were used as measures of students' engagement according to self-determination theory. The data used in the analysis were received from 812 students in various disciplines in Kuwaiti universities with a response rate of 86.19%. Structural equation modeling (SEM) was the statistical approach used in data analysis. The results indicated varying relative importance levels for mixed reality techniques, although the relative importance level for students' engagement was high. Besides, all mixed reality technologies had a positive impact on students' engagement, with the highest impact of augmented reality and the lowest impact of augmented virtuality. This paper provided contributions to the development of an empirical approach based on new technologies to improve student engagement in developing country universities. Accordingly, the paper emphasized the need for Kuwaiti universities to invest in augmented reality technologies, for example, interactive screens and 3D mobile applications to increase students' exploratory ability.

This survey aims to provide a coherent and bibliometric overview of the theories and constructs employed in smart homes acceptance and adoption literature. To achieve the study aims, we conducted a systematic search for every article related to the SH concept, services and applications, user acceptance and adoption, and integrated IoT home appliances and devices, in 10 major library databases, namely, IEEE Digital Library, ACM Digital Library, Association for Information Systems (AIS), Elsevier, Emerald, Taylor and Francis, Wiley InterScience, Springer, Inderscience, and Hindawi. These databases contain literature focusing on smart home adoption using IoT technology. 40 research articles of journal and peer-reviewed conferences were found relating to our research objective, presented and distributed chronologically, by publisher, country, theory and model, key construct, and with full bibliometrics for each article. Additionally, this survey includes a word cloud and a taxonomy of the entire factors used to understand users’ acceptance and adoption of smart homes in different contexts and applications. This study has many advantages in covering the current research gap in the literature and also the researchers identify theoretical and practical research implications, research limitations, and recommendations for improving the acceptance and usage of smart homes literature.

This study aims to examine the impact of brand image on public university links in the context of autonomy in Vietnam. Using quantitative research methods through exploratory factor analysis (EFA) and Structural Equation Modeling (SEM), the survey data included 631 samples of managers, experts, and scientists at public universities divided by different disciplines. The results of the study showed that the brand image has both a direct and indirect impact on public university links in the context of autonomy through intermediate elements of trust and commitment in the relationship between universities. In addition, trust has also been shown to have a direct impact on commitment in the relationship between public universities in Vietnam in the context of autonomy. In the context of research in Vietnam, the findings of this study have shown both theoretical and practical contributions and will be an important basis for further research.

The purpose of the study is to present a digital marketing data analytics model to analyze campaign efficacy and inform strategy based on website performance, social media metrics, email marketing performance, customer data for targeting and personalization, and customer journey analysis. This model defines campaign success criteria for strategy. A statistical analysis approach was used to analyze the data for the research. Data was gathered through a survey. This study analyzes demographic parameters descriptively using the structural equation model (SEM). From comprehensive surveys, 125 digital media and 115 online shop subjects responded. Sampled were 240 people. According to the findings, social media data, customer journey research, successful advertising, and informed approaches are highly correlated. Compared to the previous study, website performance evaluation does not match the marketing plan's success. The model's results can be used by any company that communicates with clients online.

The purpose of this research was to examine the effects of digital transformation, digital leadership, and entrepreneurial motivation on business decision making and business process performance in the Greater Amman Municipality. The study's hypotheses were put to the test and proven through a variety of quantitative analysis and data processing techniques. The research hypotheses were evaluated using a Structural Equation Model. Participants in this research are managers from the middle and high echelons of the Greater Amman Municipality, who were responsible for making decisions in their respective divisions. One hundred and eighty middle and upper-level managers with at least eight years' experience in public service were recruited for this study from the Greater Amman Municipality. Distributed questionnaires and the deliberate sampling technique were used to compile this data. Decision making had a positive effect on the business process performance, and the results of hypothesis testing data processing using Structural Equation Model indicated that digital transformation, digital leadership, and the motivation of the business environment all had positive and significant effects on business decision making and business process performance in the Greater Amman Municipality. To conduct their research, the authors opted to focus on digital transformation, which includes four primary components: process transformation, business model change, domain transformation, and cultural transformation. The following dimensions commander, communicator, collaborator, and co-creator were all indicative of digital leadership. Entrepreneurial motivation could be seen in the word’s communication, hassle-free work environment, mastering the art of constructive criticism, and trust among others. The novel aspect of this study is the model developed to explain the interplay between digital transformation, digital leadership, and entrepreneurial motivation, and how these factors influence business decision making and business process performance at Greater Amman Municipality.

The technological revolution has brought many benefits as well as challenges to the economy, including Vietnam. The benefits of the technological revolution are associated with the application of technology platforms to life, the development of e-commerce has made it possible for customers to make online shopping and helps consumers and the platform to shop online economy has the ability to reduce procurement costs. However, the challenges of the technological revolution can make it difficult for a group of people who are not yet tech-savvy to update and grasp the benefits that technology brings. Studying the factors affecting the online shopping decision of consumers in Vietnam, through a survey of 200 consumers and using regression analysis using SPSS software, the research results show that: When consumers perceive the usefulness of online shopping, they will make purchasing decisions to satisfy their personal needs. Moreover, product quality is the most important factor affecting consumers' online shopping decisions. Research also confirms the usefulness of reference groups when they can advise consumers to make online shopping decisions.

This research examines how social media marketing affects brand image, brand trust, and purchase intention in the context of beauty centers in Jordan. The study presents a model that outlines the influence of social media marketing strategies on customer behavior. To support the proposed model, a quantitative method was employed to collect data through online surveys. The sample consisted of 374 respondents selected through non-probability convenience sampling techniques. The data was analyzed using PLS-SEM methodologies by Smart PLS, which is appropriate for exploratory research. The findings indicate that social media marketing has a noteworthy effect on brand image and brand trust. In addition, the study found that brand trust and brand image have a substantial influence on purchase intention. The relationship between brand image and brand trust accounts for 70% of the variance in purchase intention. Furthermore, social media marketing explains 45% of the variance in brand image, while it explains 55% of the variance in brand trust.

Gamification is a popular trend that is applied in many fields such as marketing, advertising, education, administration, and communication. In the field of electronic banking (e-banking), gamification uses the available content of businesses, exploits in many different aspects and aims at the ultimate goal of increasing sales, achieving effective marketing. The objective of this paper is to study the factors affecting the adoption of gamification in the field of e-banking. Based on the Technology Acceptance Model (TAM), through a survey of 193 managers, bankers and customers, gamification application has had a positive impact on the acceptance of this new trend in e-banking. The research results show that: ease of use, usefulness, enjoyment, and convenience have an effect on acceptance of gamification. It also shows that clients can manage their investments and buy more mutual funds, thus increasing their chances of winning the game.

This study investigated the impact of social media marketing on Garuda Indonesia's airline customers' brand equity (awareness, image, and loyalty) and online word-of-mouth during the epidemic (E-WOM). In part of the study, 100 frequent Instagram users and passengers on Garuda Indonesia aircraft were questioned or given questionnaires. The data was processed and analyzed by SEM-PLS and the SmartPLS 3.0 software. The findings of the study indicate that social media marketing increases brand recognition, brand image, and brand loyalty. Brand loyalty or reputation has one significant impact on e-WOM as well. While brand recognition has nothing to do with E-WOM. Furthermore, the results of this research definitely point to the importance of the impact on E-WOM while brand recognition has no impact on E-WOM. The study's conclusions also highlight the importance of mediating variables including brand awareness, brand image, and brand loyalty. This study can prove that almost all moderating effect variables are involved in mediating social media marketing on Garuda Indonesia's e-WOM airline, except the brand awareness variable, which has no indirect effect or has no impact on the relationship between social media marketing and E-WOM. The results of this study should be relevant to a social media strategy, particularly for Garuda Indonesia Airlines.

Cocoa is a plantation commodity whose role is essential for the economy, so it is necessary to be aware of its health to maximize production. Cocoa plant disease data is a time series data because it is observed continuously. One of the time series forecasting models is the Fuzzy Time Series Markov Chain (FTS-MC), a combination of the Fuzzy Time Series (FTS) and Markov Chain models. The model uses the principle of fuzzy logic by transferring FTS data to fuzzy logic and using the obtained fuzzy logic groups to derive the Markov chain transition matrix. In this research, a Python script of the FTS-MC model was built in the Google Colaboratory to forecast the number of cocoa plant diseases in Bendungan District to simplify and speed up the data processing. Python was used in this research because of its easy-to-use, flexible, and open-source syntax. In building Python scripts, libraries and functions are needed by utilizing loop processes and if-else statements. Based on the processing results, forecasting with the FTS-MC model using Python only takes less than 1 minute.