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Despite the metaverse's potential to transform digital business, there remains a scarcity of research investigating on how content marketing affects users' intention to use the metaverse. This study aimed to identify if entertainment content marketing affects users to adapt the metaverse. by adapting the Spice framework, incorporating variables like continuity, sense of presence, interoperability, concurrence, and economic flow. Data was collected via an online survey of 454 online gamers from Jordan who were purposefully selected. Structural equation modelling using partial least squares analysis revealed that all five factors positively affected metaverse intention. Overall, the study contributes to the knowledge by examining the Spice Framework in the context of metaverse technologies. Beyond the academic realm, our findings carry practical significance for marketers, policymakers, and stakeholders shaping the dynamic landscape of digital interactions within the metaverse.

Purpose Green practices recently gained attention for performance whereas financial and market performance has hardly been addressed by the researchers. Based on dynamic capability theory and resource-based view, we hypothesized that green entrepreneurial orientation and green transformational leadership have a significant impact over green product innovation as well as overall performance.Methodology The researchers collected data from 384 entrepreneurial firms using adopted questionnaires. The analysis has been made by applying structural equation modelling using a bootstrapping sample of 5000 with the help of SMART PLS 3.Findings The study results revealed that green entrepreneurial orientation and green transformational leadership have a significant impact over performance. Moreover, intervening effect of green product innovation is significant between green entrepreneurial orientation and performance of entrepreneurial firms, where green product innovation failed to mediate between green transformational leadership and performance of entrepreneurial firms.Research Limitations The sample was collected from limited cities and only from one developing country where the consumers do not have an elevated level of awareness for environmental concerns.

Previously, studies reported inconclusive findings while analyzing the influence of factors affecting online purchase intention. Also, most studies were conducted in the context of developed countries, limiting us to a specific context. Hence, for comprehensive understanding, this study aims at examining the factors affecting the online purchase intention in the e-commerce industry of Jordan. The survey was conducted to collect data from university students in Jordan. Structural equation modeling was employed to analyze the data. Findings show that attitude, subjective norms, perceived behavioral control are positively associated with online purchase intention. However, perceived risks are negatively associated with online purchase intention. Although all factors are significantly related to online purchase intention, the attitude has a greater influence. This study adds value to the theory of planned behavior and consumer behavior by examining attitude, subjective norm, perceived behavioral control, and perceived risks as important predictors of online purchase intention. Besides, this study suggests that online retailers must keep their commitments, promises, and customers’ interests in mind while developing e-commerce strategies.

Despite the potential of meta-education to transform higher education, there remains a scarcity of research investigating students' adoption intentions. This study aimed to identify factors influencing students' intentions to adopt meta-education using an extended Decomposed Theory of Planned Behavior model (DTPB). Data was collected via an online survey of 596 higher education students from Jordan who were purposefully selected. Structural equation modeling using partial least squares analysis revealed attitude, social influence, and perceived behavioral control as key antecedents of adoption intention. Furthermore, newly added variables including perceived enjoyment, herd behavior, student autonomy, and student innovativeness showed efficiency in explaining variance in attitude, social influence, and perceived behavioral control. Overall, the extended model provided meaningful insights on factors driving students' willingness to adopt meta-education. The study contributes to theory by extending the decomposed TPB model in the context of emerging educational technologies. It also provides practical implications for policymakers and educators aiming to encourage meta-education adoption.

This study aims to examine the influence of brand image as a mediator between social media marketing activity and tourist intentions to visit tourist sites in Jordan. To test the hypotheses, we utilized the partial least square method and distributed a questionnaire survey to 400 visitors, receiving 289 responses for analysis using SMART-PLS4 software. The study made significant contributions to the literature on social media marketing by developing a research model that links social media usage to brand image and shopping intention, and by using statistical techniques to quantitatively assess the effect of social media marketing activity on the brand image as a mediator. The findings exposed that word of mouth, a construct of social media, significantly positively influenced tourists' purchase intention to visit sites in Jordan. This study sheds light on the importance of social media marketing and its impact on the tourism industry in Jordan, providing useful insights for practitioners and policymakers in the field.

The engagement between customers and brands is being transformed by artificial intelligence (AI). However, there has been little study into AI-powered customer experiences; hence, this research aims to examine how the incorporation of AI in purchasing might result in a better AI-powered customer experience. This research will develop a conceptual model based on the service quality model and trust-commitment theory. Further to this, an online questionnaire was distributed to individuals who had utilised an AI-powered service provided by a particular brand, and consequently, a total of 354 responses were analysed using Structural Equation Modelling (SEM). The results that were deduced from the responses demonstrated that relationship commitment has begun to substantially impact AI-powered customer experiences. In addition to this, the results also revealed that perceived sacrifice and trust both play an important role in mediating the impacts of perceived convenience, personalisation, and AI-powered service quality. This finding contributes to the previous literature by highlighting the mediating impacts of perceived sacrifice and trust, as well as the significant influence of relationship commitment on AI-powered customer experience. Furthermore, the research poses significant implications for merchants who use AI in services provided to their customers.

Recently, the credibility of digital reviews has played an essential role in the shopper's buying behaviors and decisions. Since there is a dearth of experimental research about the shoppers' credibility evaluation regarding digital reviews, this study aimed to investigate the factors that affect digital review credibility and its influence on buying choices among Jordanian consumers. With the help of elaboration likelihood theory, a research model has been established that experimentally test it through structural equation modelling from the data gathered from 246 users of the digital review website Amazon. The study's findings suggest factors that consist of the argument quality, like accuracy, completeness and quantity of digital reviews, and the peripheral cues, such as reviewer expertise, rating of goods or services, and website reputation. However, both significantly influence digital review credibility. Thus, they positively impact the buying decisions of shoppers.

Social commerce is a first-generation platform that uses a variety of social attributes to attract the attention of internet users. The impact of platform interactivity components; Content Usefulness, Engaging, Real-time communication, and E-wom on customers' purchase intentions was investigated in this study. A Quantitative research method was applied in this study using an online self-administrative questionnaire that was published using Google Docs to collect data, and 521 consumers participated in an online survey. The research used SPSS and AMOS to validate and test the hypotheses. All platform interactivity components were significantly affecting purchase intention. This study provides insights to marketing managers of how consumers perceive social commerce and what affecting them along with practical and theoretical implications.

ABSTRACT: Despite the fact that online purchase intention has been widely investigated, little is known about the e-retailer-based signals used to reduce online customers’ uncertainty perception in high-uncertainty-avoidance (UA) societies. Thus, based on signaling and uncertainty literature, this study investigates return policy leniency (RPL), cash on delivery (COD), and social commerce constructs (SCCs) as the costly signals e-retailers use to increase perceived trust and reduce perceived purchase uncertainty among customers in high-UA societies. An analysis of empirical data from 560 e-commerce users from Jordan reveals that RPL, COD, and SCCs are key enablers of customer trust. Furthermore, customer trust is positively associated with customer purchase intention. The implications for both theory and practice are highlighted.

The current study focused on examining the role of TQMk (Total Quality Marketing) in increasing the effectiveness of e-marketing within Jordanian telecommunication sector; TQMk included variables of service quality, market orientation and the customer-focused approach. A quantitative approach was adopted through utilizing a questionnaire, which was distributed to 18 marketing and project managers within Jordanian telecommunication organizations (Zain, Umniah and Orange). Results of the study indicated that TQMk can have an influence in increasing the effectiveness and efficiency of e-marketing solutions within the organization and mainly within the social marketing and electronic marketing departments, through developing the variable of the customer-focused approach, which has the deepest influence on e-marketing approach’s effectiveness; it was followed by an influence of service quality, and the least influential factor was market orientation. The study recommended focusing on clients within the targeted markets through different aspects, including price, new products acceptance, customer behavior and purchase decision motivators.