The primary objective of this article is to present the findings of an experimental study on the use of a human-like “naturalistic” avatar (of both genders) for information presentations. The primary goal is to investigate how users' frame of mind, purchasing behavior, and satisfaction are affected by being presented with information by a naturalistic avatar that lacks expressive capabilities. Two different types of information presentations were developed and empirically tested on 48 participants, namely: (i) two dimensional static graphical and textual information presentation and (ii) non-expressive naturalistic avatar. For this comparative research study, a simplified version of the user experience model that was used in our earlier research (the EUX-DM) was selected to serve as the measurement model. Participants' perceived values of the measured qualities were found to be independent of both their own and the naturalistic avatar's gender, and the non-expressive avatar had a positive effect and a stronger encouragement on participants' intention to purchase, usage attitude, and satisfaction than other types of information presentations.

The current study aims at examining the differences between umbrella branding and house of brands on organizational market share. Various variables are adopted including reach, efficiency, image and ambiguity. A sample of 98 marketing managers or their representatives within the chemical industry sector in Jordan, SPSS is employed to screen and analyze gathered data. Results of study indicate that umbrella branding has a bigger and much deeper influence on market share compared to house of brands which is attributed to many factors including that umbrella branding has a wider reach, it is more efficient and more able to shed the light and increase the focus on organization's image, meaning that in umbrella marketing the focus is more on the marketing organization more than manufacturing organization which increases its reputation and market share. The study recommends the necessity for each brand to have a specific purpose to avoid overlapping or disintegration of brands.

The study examines the technological factors influencing the adoption of artificial intelligence (AI) technology. In addition, this study examines the mediating role of accounting automation on AI adoption in a small and medium-sized enterprise (SMEs) context. The owners and managers of SMEs were surveyed online using a convenience sampling technique. The proposed model was tested using SEM. The findings confirmed the relationships between the predictive variables and AI adoption. The results showed that accounting automation partially mediated the relationship between predictive variables and the adoption of AI. The results contribute to the TOE model by incorporating accounting automation into the TOE framework as a mediating variable. The study also contributed to the literature by including new variables in the model, such as saving time and efficiency-improving.

This study sought to investigate the impacts of big data, artificial intelligence (AI), and business intelligence (BI) on Firms' e-learning and business performance at Jordanian telecommunications industry. After the samples were checked, a total of 269 were collected. All of the information gathered throughout the investigation was analyzed using the PLS software. The results show a network of interconnections can improve both e-learning and corporate effectiveness. This research concluded that the integration of big data, AI, and BI has a positive impact on e-learning infrastructure development and organizational efficiency. The findings indicate that big data has a positive and direct impact on business performance, including Big Data External and Internal, Innovative Usage, Indexing, and Sources Accuracy. In addition, Artificial intelligence positively affects business performance, including Data Accuracy, Data Transparency, Data Speed, and Creative Thinking and Learning. Moreover, business intelligence has a direct and positive impact on business performance, including Data Warehouse, Data Mining, Business Process Management, and Competitive Intelligence. In addition, the findings indicate that e-learning which represents system quality, information quality, and self-efficacy has a positive relationship on enhancing business performance. Interestingly, the present findings are inconsistent with those of previous studies showing the variables of interest which have no effect on e-learning and business performance. Taken together, the findings of this study suggest that firms should begin to apply processes related with applying e-learning and developing business performance. The novelty of the present study lies in highlighting the key dimensions of big data, artificial intelligence, and business intelligence when it comes to enhancing e-learning and business performance at Jordanian telecommunications industry.

This research was conducted with the primary aim to investigate digital governance by examining empirical evidence regarding the application of Technology Acceptance Model (TAM) in public administration. The antecedents of TAM were explored to estimate behavioral intention and actual use in electronic public service in public administration in Indonesia. The research was conducted in Semarang, Central Java, Indonesia by employing simple random sampling techniques to collect a total of 182 respondents. By using Structural Equation Modeling–Partial Least Square (PLS-SEM), the results showed significant effects on perceived usefulness and attitude toward use. The variable of perceived usefulness was also empirically proven to have a significant effect on attitude toward use and behavioral intention. The findings found that attitude toward use had a significant effect on behavioral intention, and then behavioral intention was empirically proven to have an effect on actual use. Mediating analysis from the variables of perceived usefulness, attitude toward use and behavioral intention also found the mediating roles. Theoretically, these findings contribute to the digital governance framework by providing empirical evidence strengthening the relevance and affirming the application of the Technology Acceptance Model (TAM) in the context of public administration. Practically, these findings have managerial implications that the application of TAM in the public administration sector is relevant to be explored with a professional management model and a user-based approach in the development of digital applications and websites.

The purpose of this study is to analyze the effects of the application of e-government, e-billing and e-SPT on taxpayer compliance. This type of research is quantitative research. The variables in this study consist of one dependent variable and three independent variables. The dependent variable is taxpayer compliance, while the independent variables are application of e-government, application of e-billing, and application of e-filing (e-SPT). The population in this study is Indonesian taxpayer. The sample in this research was 430 respondents who filled out the Likert Scale questionnaire. The sampling technique in this study was incidental sampling, with research instruments using online questionnaires distributed via social media. The data analysis technique in this study used a structural equation model (SEM) with SmartPLS 3.0 software. The results of this study indicate that the application of e-government had a positive and significant effect on taxpayer compliance, the application of e-billing had a positive and significant effect on taxpayer compliance, and the application of e-SPT had a positive and significant effect on taxpayer compliance.

Online tutoring is a new phenomenon in Indonesia that is quite popular at the moment, especially after the pandemic. The emergence of online tutoring for schoolchildren provides families with an alternative option for educating their children; additionally, online learning becomes an effective alternative because it does not pose a health risk during a pandemic. Online tutoring marketing optimizes marketing strategies through digital content using celebrity endorsements. The purpose of this study was to examine the effects of a comprehensive new model of using celebrity endorsement based on its dimensions and its effect on brand satisfaction, advertising credibility, brand credibility, and repurchase intention. The data collection technique in this study was quantitative and involved distributing questionnaires to 175 respondents in the city of Jakarta. This study uses a structural equation model (SEM) with the SmartPLS tool. The results obtained are able to identify and measure the impact of celebrity endorsement in digital marketing strategies that have an impact on repurchase intention. The results of the study explain that all pathways proved to have a positive effect, unless expertise on repurchase intention has a negative effect. There are 6 hypotheses accepted and 8 hypotheses rejected. The biggest influence on repurchase intention is advertising credibility. In terms of the total indirect effect, only attractiveness and trustworthiness have a significant total effect on repurchase intention, while expertise does not have a significant total effect. The implications of this research can be used as a basis for determining a comprehensive strategy for online tutoring companies to retain their customers after the pandemic.

Small and Medium Enterprises (SMEs) have a central role in the Indonesian economy. SMEs are a driver of the Indonesian economy and non-oil exports and have a significant role in absorbing labor. The SME sector in Indonesia generally has several obstacles, one of which is marketing constraints. The ability to build and communicate brands to customers tends to be low, so it has not been able to bind customers and affect the marketing performance of SMEs. This ability during the pandemic has worsened, as can be seen from the deteriorating marketing performance of SMEs. This study attempts to fill the research gap between digital marketing and marketing performance. This study offers the concept of Brand Articulating Capability to bridge the gap between Digital Marketing in increasing Marketing Performance. Three hypotheses were developed and tested in a sample frame of 230 SMEs in South Sulawesi, Indonesia. The analysis was carried out using Structural Equation Modelling to test the research. The study's findings support the model using the following variables: Digital Marketing has a significant effect on Marketing Performance, Digital Marketing has a significant impact on Brand Articulating Capability, and the Brand Articulating Capability variable has a mediating and strategic role in improving marketing performance.

It is argued that excessive social media use can lead to an addiction. This study compares two proposed research models. The first model examines how social media addiction, narcissism, and self-esteem affect tourism addiction. Whilst the second model studies the impact of narcissism and self-esteem on social media and tourist addiction. There were also two research models proposed here. Data collection was obtained in Jakarta, with 214 participants chosen by using the convenient sampling method. Exploratory factor analysis and structural equation models were used to process the data. Social media addiction and narcissism affect self-esteem, while social media addiction and tourist addiction affect self-esteem. This research combines the study of addiction, modern media, and cyber marketing.

The purpose of this study is to determine the impact of cloud-based solutions on the digital transformation of human resource (HR) practices in Jordan. The study is quantitative in nature and the data was gathered from primary sources by gathering the responses from 346 respondents. The SEM technique was used for the purpose of determining the direct effect. The study found that infrastructure as a service, performance as a service and software as a service had significant and positive impact on the digital transformation of the HR practices. The information gathered from the secondary sources was provided with reference and was also well paraphrased to avoid the issue of similarity. The study focused on the public sector which restricts the results of this study to this sector only. On the other hand, only one country was considered in this study i.e., Jordan. The research is considered as the first attempt to examine the impact of cloud-based solutions on the digital transformation of HR practices in a developing country such as Jordan.