Discovering the marketers and advertisers’ knowledge provides an ability to present a well understanding of how value could be created. The main purpose of this research is to identify the factors influencing the marketers and advertisers’ co-creation value in mobile applications setting in Jordan through applying several information systems theories. Structural Equation Model (SEM) was used for data analysis and hypothesis testing. The convenience method was also approached to determine the sample size and data collection method. The result of the recent study confirms that extended Technology Acceptance Model (TAM) and eTailQ model provide a capability to determine, increase, or generate the marketers and advertisers value using Open-Sooq app in Jordan. Finally, the current research had some theoretical and practical implications, limitations, and future orientation studies that were discussed in their specific parts.

The aim of this research is to analyze the influence of supply chain and digital marketing in increasing the acceleration of repositioning in the Millennial Generation and its implications for the sustainability of cooperatives in the city of Palangka Raya where the study was executed. The sample in this study was 250 respondents consisting of the millennial generation (born 1981-1996) and Generation Z (born 1997-2012), using the Stratified random sampling technique. Data collected through questionnaires was then analyzed using SEM-PLS. The findings of the research and data analysis indicate that: Supply Chain and Digital Marketing directly have a positive and significant effect on the Acceleration of Repositioning in the Millennial Generation in Palangka Raya City; Apart from that, Supply Chain, Digital Marketing and Accelerated Repositioning to the Millennial Generation directly have a positive and significant impact on the Sustainability of Cooperatives in the City of Palangka Raya; Accelerating Repositioning in the Millennial Generation was able to partially mediate Supply Chain and Digital Marketing towards Cooperative Sustainability in Palangka Raya City, Central Kalimantan Province, Indonesia. So, it can be concluded that to improve Cooperative Sustainability among the Millennial Generation in Indonesia, important factors that must be improved include Supply Chain, Digital Marketing, and Accelerated Repositioning.

Failure in digital marketing strategies implementation in building information modeling (BIM) adoption has been observed among some interior design firms. The impact of digital marketing on BIM system adoption among interior design companies was examined in this descriptive analytical research. The research also examined the credibility of BIM system adoption and how the system moderates credibility in the relationship between digital marketing strategies and BIM system adoption. A conceptual model comprising digital marketing strategies (content marketing, social media, and search engines) as independent variables impacting information modeling system adoption as a dependent variable was proposed. The moderating effect of credibility in the relationship between digital marketing strategies and BIM system adoption was examined. Data were gathered through questionnaires delivered online to 300 selected study participants via Google Forms. Usable data from 250 participants and the study hypotheses were analyzed using Structural Equation Modeling (SEM) with Partial Least Square (PLS). The results showed a significant impact of digital marketing strategies (content marketing, social media, and search engines) on BIM system adoption. It also emphasized the moderation of the role of credibility in the relationship between digital marketing strategies (content marketing, social media and search engines). This study can help Jordanian interior design companies to make optimal use of digital marketing strategies (content marketing, social media, and search engines) to adopt the BIM system to increase profits.

In today's digital age, businesses invest substantial resources in paid advertising campaigns to enhance their online presence and attract customers. This study delves into the critical aspects of measuring the return on investment (ROI) of such campaigns and explores their impact on overall business profitability. Through a comprehensive analysis of data from various industries, this research investigates the effectiveness of paid advertising in generating revenue and its role in shaping a company's bottom line. Key findings indicate that calculating the ROI of paid advertising is a multifaceted challenge, involving factors such as ad spend, conversion rates, and customer lifetime value. The study also underscores the importance of tracking and attributing conversions accurately to assess the true impact of advertising efforts. Ultimately, the research suggests that while paid advertising campaigns can be costly, a well-executed and data-driven approach can yield a substantial positive effect on a company's profitability, making them a valuable component of a comprehensive digital marketing strategy. As businesses navigate the dynamic digital marketing environment, this study provides valuable insights for marketing professionals, business leaders, and decision-makers seeking to enhance their advertising strategies and drive improved financial performance.

The COVID-19 pandemic caused significant changes in many aspects especially towards small medium entrepreneurs (SMEs) as many of SMEs need to shut down their business due to movement control order (MCO) conducted by Malaysia government as SMEs cannot reach their customers. Previous studies show that having an effective digital marketing strategy in place might leave businesses vulnerable to severe setbacks towards SMEs. This research proposal aims to carry out and prove the possible potential effects and factors that influence digital marketing implementation towards online consumers in Selangor during COVID-19 pandemic. The methodology of this paper uses a descriptive qualitative approach by analyzing various previous literature on digital marketing scope of study. The sample size of the study is 235 respondents who were selected based on convenience sampling. The finding has discovered that there is a significant relationship between customer loyalty with implementation of digital marketing towards online consumers in Selangor during COVID-19 pandemic and there is a significance relationship between brand awareness and the implementation of digital marketing towards online consumer in Selangor during COVID-19 pandemic.

Most of the organizations today look forward to streamlining their business with the rapid needs of the society. However, they do not consider the holistic view of various digital driving factors. The paper aimed to develop a structural framework using the enablers of Digital Transformation (DT) by applying qualitative and rational approaches to develop a conceptual model of DT adoption for various industries. The assimilated approach of Delphi and Interpretive Structural Modelling demonstrated the qualitative data-driven theoretical structure by identifying fourteen enablers of DT and developed a logical model in nine levels. The driving and dependency powers of each enabler were portrayed in MIC MAC analysis. The government regulation and market pressure found as key drivers with strong driving and low dependency powers occupying the lowest level which influences customer demand, behavior and expectations and process, performance improvement of the business. The model demonstrates a deep understanding of global firms to leverage various dimensions while taking transformation decisions in their business process and gain a competitive edge. Further, any organization that looks for adopting digital transformation can consider these factors or models in deciding the implementation process. It recommends researchers to validate the model or may prioritize the factors and sub-factors for multi-criterion based decision making process for unique findings.

The aim of the current study is to examine the effects of competitive advantage and digital marketing on tourism business performance (BP). The indirect effect of supply chain management (SCM) is also considered by the current study. Quantitative research approach is used and data collection is made through a survey instrument. 225 responses were received and used in data analysis to examine the relationship between variables. Five direct effect hypotheses and two indirect effect hypotheses are tested in this study. Smart PLS is used to test the direct and indirect relationship. It is found that; competitive advantage has a positive effect on BP. It also has a positive effect on SCM. Furthermore, digital marketing has a positive effect on BP. Similarly, digital marketing has a positive effect on SCM. Additionally, SCM is a mediating variable between competitive advantage and BP of the tourism industry.

This article analyses how innovative management methods including collaborative networks, digital marketing, service quality, and supply chain management can bring increased potential performance for cultural tourism in the northeast of Thailand. To reveal the preconditions and factors like innovative management, service quality, digital marketing, and supply chain management that enable cultural tourism performance in Thailand's northeast, a survey was done utilizing a questionnaire and a simple random approach with key informants such as tourists. The findings imply that encouraging performance is dependent on innovative management, service quality, digital marketing, and supply chain management in cultural tourism.

The digital transformation of companies enables process improvement, innovation, efficiency, and the strengthening of competitive advantage in the pastry industry in the market. The present research aims to determine the relationship between digitization activities and competitive advantage in pastry companies in the city of Huancayo. The methodological development was carried out in accordance with the general scientific method, using the hypothetical-deductive method with a non-experimental and cross-sectional design. It was an explanatory study that sought to determine the two-dimensional relationships between variables. Data was collected from 172 companies operating in the medium-scale pastry sector in the city of Huancayo. The information collected was processed using the structural equation modeling (SEM) method. The results show a significant relationship between three dimensions and competitive advantage, with a correlation coefficient of 0.841 in the technological infrastructure dimension, 0.794 in the marketing dimension, and 0.871 in the digital management and processes dimension. The main conclusion of the research is that digitization, understood as a comprehensive process, drives efficiency, innovation, and differentiation. In Huancayo's bakeries, digital marketing and process management significantly strengthen competitive advantage and business sustainability.

This study aims at investigating the impact of marketing strategies, i.e., digital marketing, green marketing, and sensory marketing, on restaurant sales a s well as examining the mediating role of sensory marketing in the effect of digital marketing and green marketing on restaurant sales. Developing a literature-based questionnaire to harvest data from a sample consisting of owners or managers of small and medium-sized casual restaurants and analyzing such data using SmartPLS 3.0, it was acknowledged that restaurant sales as an endogenous variable is significantly influenced by these three marketing strategies. Moreover, it was revealed that sensory marketing is a significant mediator in the effects of digital marketing and green marketing on restaurant sales. The originality of this study is that it expands the literature emphasizing the importance of marketing strategies integration to achieve higher sales. Specifically, the study contributes to the literature indicating that restaurants must consider sensory marketing strategy as a key mechanism to enhance the efficiency of digital marketing and green marketing efforts.