Manufacturers employ AI for monitoring vehicle mileage, inspecting components, and scheduling maintenance. Past studies underscore the need for auto-related plans to prioritize environmental protection, concentrating on AI-driven environmental solutions promoted by AI for Good. AI enhances brand success by improving investment, technology, and promotional capabilities. This study emphasizes consistency in AI application across the automotive value chain for brand sustainability. A web-based poll surveyed 120 AI users in marketing, HR, sustainability, as well as 180 sustainability specialists and regulators. The primary goal is to assess, via structural model evaluation, how extraneous variables affect the development of AI-powered brand sustainability strategies. The study highlights AI's sustainability benefits in the automotive industry improving transportation safety, forecasting maintenance, and creating eco-friendly vehicles. However, challenges involve over-reliance on AI, predicting human behavior, and addressing sustainability threats. AI development should consider regional differences, prioritizing openness, policy harmony, and consumer agency. These findings aid marketing and HR professionals in devising customer-centric long-term plans.

In the world, the video game industry has really exploded until about 2000, and since then has achieved great strides, becoming one of the leading forms of the entertainment industry, at least in terms of revenue. The main purpose of this paper is to examine the consumer behavior in the case of video games with three objectives: identify the factors affecting customer satisfaction for video games; analyze these factors to understand how they affect consumer behavior and propose some recommendations to improve the customer satisfaction for video games. Data was collected from 205 Vietnamese gamers addressing the variables of individual, psychological, cultural, and social factors. Regression analysis found that all four factors positively affect consumer behavior, in terms of customer satisfaction, especially cultural factors. The findings of this research analyzed the theoretical foundations of the theory of behavior, based on which investigated the study of consumer behavior of video game services of players in Vietnam by market research, analyze data, thereby helping businesses understand the psychological response, consumer behavior of customers, and can devise appropriate strategies.

An entrepreneurial mindset requires a solid foundation of various components. These compo-nents may possibly affect the entrepreneurial mindset and intention of the entrepreneurs either negatively or positively. Hence, to analyze such effect, this study attempts to examine the association among entrepreneurial education and the components of the Theory of Planned Behavior (TPB), i.e., social norms, attitude and self-efficacy, and their effects on the Community College of Abqaiq students’ entrepreneurial intention. The structural equation modeling based on partial least square (PLS) was employed for analyzing the data of the study. The findings confirmed that the entrepreneurship education construct had a significant effect on attitude towards entrepreneurship. Furthermore, there was a statistically significant positive effect of attitude and self-efficacy on entrepreneurial intention. Finally, social norms did not disclose any significant effect on entrepreneurial intention.

The study identified factors affecting the behavior of literature learning of secondary high school students in Vietnam. To achieve this goal, in this study we surveyed 300 students currently studying at two secondary schools in Son La province and Hanoi city of Vietnam. The analysis of multivariate linear regression models showed that 5 out of 12 factors had a strong influence on literature learning behavior of secondary high school students, including (i) Gender, (ii) Learning motivation, (iii) Student living place, (iv) Academic performance, (v) Teacher's teaching method. On this basis, the study proposes several positive solutions to improve the efficiency of the literature learning of secondary high school students in the future.

The program to reduce plastic waste is supported by all sectors of businesses, through some efforts to prevent using plastic bags in every store shopping and prompt using better alternatives. This study aims to find out whether the application of the theory of planned behavior departs from the knowledge of the influence of environmental awareness and leads to interest in the use of reusable bags. Quantitative methods used in this study includes the determination of samples with non-probability techniques, namely purposive sampling. The research instrument was an online questionnaire of 300 respondents in Bali, who had never used a repetitive shopping bag. Data were analyzed using Structural Equation Modeling with the SmartPLS application. The application of the theory of planned behavior shows that testing knowledge of the environment and environmental stewardship gives a positive attitude and becomes a control behavior and interest in the use of reusable bag products. However, it is different from Subjective Norms which do not have a significant influence on the interest in using reusable bags. So, it is a concern for the government to always provide socialization, knowledge and environmental awareness about the importance of protecting the environment by using non-disposable shopping bags, and also business owners or marketing management to provide more reusable bags.

Higher education always draws mounting concerns from students who are about to seek for reliable institution to study further after graduating from high school. Since the days of increasing establishment of a variety of universities, students have many choices to consider. Noticeably, the number of universities using foreign curriculum is on a progressive rise, creating an upward trend for students who desire to study in an international environment in Vietnam. More money saving than studying abroad and living near family are of common triggers attributed for the strong appeal of this trend. Nonetheless, regardless of its advantages, the challenges in terms of language, culture, or curriculum when studying in those universities are posing an inquiry about the rate of student retention. Finally, limitations and mistakes are definitely inevitable in this study. Subsequent studies concerning about this issue are wished to have better performance. May this paper be a source of reference for those interested.

The current research aims to expose the value of Instagram's features and content and investigate how cognitive functions mediate the relationship between Instagram's content-related elements (informative material, user-generated content, augmented reality content, entertainment, trustworthiness, sociability) and consumer affection and behavior. This study employed a random sample strategy and gathered 292 responses. The tool AMOS 22 (Analysis of a Moment Structure) examined the data efficiently. Results show that all Instagram content marketing elements affect cognitive engagement, where augmented reality content has rated the highest effect, then user-generated content, trustworthiness, informative material, entertainment, and sociability, consequently. Then cognitive engagement affects affection and behavior.

The world of the Internet of Things (IoT), even though it is continuously morphing as a fresh paradigm at the intersection of technology and education, is still struggling with several difficulties that prevent its absorption into the e-learning platforms of higher education institutions (HEIs). The breadth of Internet of Things implementation in developing countries, particularly Jordan, Malaysia, Iran, Saudi Arabia, Iraq, and Bangladesh, remains behind, even though industrialized nations have made significant advancements in their utilization of IoT, with the United Kingdom, the United States of America, China, and Japan acting as prominent examples. In the realm of research that focuses on the progression of the IOT integration into the e-learning systems of economically challenged countries, there is a substantial disparity. In particular, the focus of this research is on Jordan to shed light on the primary variables that are either facilitating or hindering the adoption of the IoT within the e-learning sector of Jordan's HEIs. A comprehensive analysis of previous research has been undertaken as a first stage in this investigation. The goal of this analysis is to identify important factors that are involved in the process of IOT adoption. Following that, we used an inferential technique, collecting data from 306 respondents who were enrolled in Jordanian higher education institutions. During our investigation, we discovered that the rate of the IOT integration was significantly influenced by factors such as accessibility, usability, technical assistance, and individual capabilities. In addition, our findings suggest that factors such as attitude, behavior, financial preparedness, dependability, and training have a substantial impact on the adoption of the IOT. On the other hand, the study seemed to indicate that characteristics such as class capacity, awareness, system resources, and course design had a minor influence on the adoption rates inside HEIs. In conclusion, this study provides tangible suggestions to strengthen the integration of the IoT inside Jordanian HEIs. These recommendations provide significant insights that can be used by policy architects, government entities, and higher education institutions to overcome the challenges that relate to the deployment of IoT in the higher learning sector.

This research aims to understand how farmers, especially those with limited technological knowledge, utilize social media in their agricultural activities. The study also aims to identify the impact and responses of farmers to the use of social media in their agricultural practices. Additionally, the research discusses a conceptual framework that integrates internal and external factors in understanding social media user behavior. The research methodology employed is a systematic literature review using scientometric analysis. Bibliometric approaches, machine learning, and social network analysis are utilized to achieve research objectives. Data were obtained from the Scopus database, consisting of high-quality articles published between 2011 and 2023.The findings indicate that social media plays a significant role in influencing farmers' responses to the information they receive and their levels of trust, subsequently affecting their willingness to adopt smart agricultural technologies. Furthermore, the research highlights internal and external factors influencing social media user behavior in the agricultural context. The novelty of this research lies in its holistic approach that integrates cognitive and behavioral factors in understanding social media user behavior. Additionally, the study complements previous literature by addressing antecedents, mechanisms, and consequences of social media use by farmers, as well as identifying barriers they face in leveraging social media.

This paper investigates the relationship between emotional intelligence, organizational communications and organizational citizenship behavior (OCB) for a case study of Islamic Azad University, Gorgan Branch, and Sama Institution in Iran. Statistical population includes all heads and assistants and employees of Islamic Azad University and Sama Institution in city of Gorgan, Iran as 300 people. Sample size was determined as 169 people according to Korjesi and Morgan table. This research is operational by goal, and survey and correlation by method. To determine questionnaire reliability and questionnaire validity, Cronbach Alpha coefficient for emotional intelligence questionnaire, organizational communications questionnaire, and OCB questionnaire were calculated as 0.86, 0.86, 0.87 and 0.85, respectively. To analyze data and information, Pearson correlation coefficient by inferential level was used. Results indicate that there was a significant relationship between emotional intelligence and organizational communication and OCB.