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This study explores the factors affecting CliQ payment service adoption in Jordan as it represents a major shift in the Jordanian market to Fintech and mobile marketing. This study presented a distinctive model by integrating the “unified theory of acceptance” and the “technology acceptance model” TAM with the “use of technology UTAUT” to measure the behavioral intention of consumers and the satisfaction of the users towards utilizing the CliQ service. The study measured the linkage between four predictors (perceived usefulness, social influence, perceived ease of use, and financial risk) as well as both utilizers’ intention to CliQ service usage and utilizers’ satisfaction with using the service, along with observing the association between these predictors to determine their contribution to the users’ satisfaction mediated by the users’ intention to utilize the service mentioned above. A survey instrument was distributed to 604 respondents, and it was developed and validated by academics, as a pilot test. As well as a pre-test. Hypotheses were tested with multiple linear regression analysis using SmartPLS software to interpret path coefficients, and reliability and validity within the outer model were tested through correlation analysis. Additionally, internal consistency was explored by applying Cronbach’s alpha. The outcomes proved that the predictors significantly affect both utilizers’ behavioral attitudes and satisfaction with using the CliQ service, except for financial risk. The data analysis also indicated a significant indirect influence of all the independent variables on utilizers’ satisfaction through behavioral intention to utilize the CliQ service, except for financial risk, which had an insignificant indirect influence on utilizers’ satisfaction through behavioral intention for service usage. The findings of the current article close the gap found in the literature concerning measuring usability to enhance user satisfaction and adoption of Fintech services. Therefore, bank managers and policy planners can find insights for developing and improving mobile banking apps.

This paper addresses the conceptual exploration of various issues that form an integral part of the ethical dimensions surrounding the use of artificial intelligence (AI) in the field of marketing. We critically review some of the main ethical challenges AI poses to humanity: privacy, data security, bias, transparency, and accountability. Therefore, we will discuss the delicate balance between exploiting the transformation potential of AI for personally designed marketing strategies and ethical imperatives to safeguard the rights of consumers to retain trust. Then, the present regulatory landscape responding to these ethical challenges will be assessed by building on effective regulation, like the GDPR, existing proposed legislative frameworks, and industry guidelines. To underscore the role of an ongoing dialogue between marketers, technologists, ethicists, and regulators for developing a responsible AI ecosystem in marketing. Further, strategic recommendations for implementing company-based ethical AI marketing practices. The further strong guidelines provide enhancement transparency to consumers and investment in research to remove biases from algorithms. It also underscores principal scopes of further research and development, focusing on the need for new-age solutions to guide the ethical quagmires that AI-led marketing throws up. We suggest that integration should be done proactively and collaboratively. Thus, if attention is paid more to ethics and multidisciplinary dialogue, only such hyperbolic promises can be realized by AI-driven marketing. There are promises through which AI-driven marketing will meet business goals and be huge at societies' values.

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.

This study investigates the effect of marketing via Instagram on Generation Z’s preference for gyms in Jordan, so it would be helpful for marketers of gyms to be aware of using Instagram to attract Generation Z as their potential customers. Moreover, a sample questionnaire was carried out with 138 respondents, which were mostly female respondents (74%) and male respondents (26%). Additionally, 51% of the total number of respondents were 21-24 years old. Therefore, the data was analyzed by applying various statistical techniques such as Cronbach’s alpha for testing the reliability of the data, and multiple regression using SPSS version 22 for examining the hypotheses. Likewise, the results showed that Instagram and these variables (entertainment, interaction, trendiness, and customization) have an effect on customers' brand choice, but trendiness did not have a significant effect on the consumer's brand choice, but after testing the effect of the brand image, it became clear that it has significant effect, and therefore it was concluded that brand image has an important effect on customer’s brand choice.

Social media influencers have become important motivators in shaping tourist attitudes and behaviors. This study analyzed how exposure to influencer content impacts key outcomes for the destination Jordan. A survey of tourists who visited Jordan in the past 3 years measured their perceptions of influencer credibility, content quality, awareness/interest, trust/engagement, destination image, general tourism behavior, and intentions to revisit. Results of SEM analysis found significant positive effects of influencer marketing on both destination image and visit intentions. Awareness/interest and trust/engagement were most impactful, highlighting influencers' role in sparking early motivation. Content quality additionally predicted visit intentions by informing decisions. Perceived credibility made recommendations more persuasive. Furthermore, usage intensity positively moderated the mediated relationships, amplifying effects among heavy social media users. Findings provide theoretical validation of how influencers act as digital opinion leaders. By enhancing destination image through compelling portrayals, influencers shape audience travel interests and behaviors. Managerial implications suggest destinations should invest in influencer campaigns for reach and inspiration while ensuring content quality. Performance tracking informs optimal platform and demographic targeting. Overall, influencer marketing demonstrated significant persuasive appeal for potential tourists. This quantitative study pioneer’s measurement of influencer marketing's tangible impacts on key tourist metrics. The results empirically substantiate the ability of strategically leverage influencers to motivate visitation and guide decision-making. As practitioners refine partnerships for audience growth and branding, academic research must also advance a nuanced understanding of this emerging phenomenon at the confluence of social media and tourism consumer behavior.

The current research paper aims to pinpoint the determinants that impact consumers' perceived ease and perceived usefulness of digital wallet usage in Jordan. To accomplish this, the Technology Acceptance Model (TAM) has been used, which encompasses additional dimensions like the perceived risk of COVID-19, social influence, government support, promotional benefits, perceived value, and personal innovativeness. A quantitative research approach was employed in this paper; an online survey was applied to gather data from a total of 401 participants. The gathered data underwent analysis using a two-step PLS-SEM method. The study outcomes show that digital wallet users' perception of promotional benefits and perceived value significantly and positively affect the digital wallet's perceived usefulness. However, governmental support and social influence do not have a significant impact on digital wallets' perceived usefulness.

This study is done to identify the impact of promotion on the purchase intentions of video games in Jordan. The independent variables used to test promotion were trailers, discounts, influencers/streamers, and social media. The data were collected by using a survey designed on google forms sent or using a Quick Response (QR) code to random gamers in Jordan. 129 people responded to the survey. The data were coded on SPSS and reliability, validity, and correlation among variables were confirmed, then the hypotheses were tested by multiple regressions. The researcher found a statistically significant impact of promotional tools on purchase intentions of the video gaming industry in Jordan, where trailers have the highest significant positive effect on purchase intentions, followed by social media, then influencers/streamers, while discounts do not significantly affect purchase intentions of video games in Jordan. Some limitations and recommendations for future research have been provided at the end of the research.

The purpose of the current research is to explore the impact of Instagram pages on consumers’ purchasing intentions among millennials in the fashion industry in Jordan. This study uses a quantitative, cause-effect, and cross-sectional approach. Online surveys were used to collect data from 212 respondents through different social media tools. The collected data was analyzed by SPSS software and Smart PLS to test the research hypothesis. Results show that bloggers’ recommendations significantly affect eWOM and engagement; usefulness information significantly affects eWOM and engagement; while trust insignificantly affects eWOM and engagement; brand familiarity insignificantly affects eWOM and engagement; participation and socialization insignificantly affect eWOM and engagement. Finally, useful information, eWOM, and engagement significantly affect consumers buying intention on Instagram. The study gives new information about the influence of Instagram pages on consumers' intentions. Therefore, this research expands the knowledge about factors that affect customers’ buying intentions. Since the study is a quantitative cross-sectional conducted on fashion industry Instagram users through an online survey in Jordan, which may limit its generalization to other industries and countries, therefore, the study suggests applying similar studies to online users of different ages, industries, and countries. Marketers can use Instagram to contact, promote, advertise, and sell their products by developing strong relationships with their customers through different social media tools. Using social media tools for marketing and selling reduces paperwork, printed advertisement, and transportation, which positively affects corporate social responsibility and reduces the consumption of energy and pollution.

Sustainability includes social, economic, and ecological responsibilities. The worldwide concern about sustainability is increasing, especially for those issues related to the ecological domain. Any organization wishing to survive and sustain its business should consider sustainability pillars within daily activities. Therefore, this study is directed to investigate how consumers’ identification, involvement, and commitment to sustainability affect entrepreneurship. This paper uses a quantitative cross-sectional method to collect the data from 400 respondents in Jordan. The results show a correlation between consumers’ level of involvement, identification, commitment, and sustainability components (economy-driven venture, society-driven venture, and ecology-driven venture). Moreover, commitment has the highest effect on customers’ intentions and behavior; identification has the second highest effect, while involvement does not significantly affect both customers’ intentions and behavior. The study recommends that all organizations, whatever they do and wherever they conduct their business, should consider sustainability pillars within their strategies and daily practices. The sustainability-driven ventures should not only attract the required customer segmentation via social media, but also enhance, strengthen, and engage their sense of identification, commitment, and belonging.

Nascent mumpreneur is a mother with one or more children coming up with a new venture to support herself and her family. The debate about the motivation for mumpreneurs to start their new business is going on and underresearched. Therefore, this study aims to define the major motivational factors that influence mumpreneurial intentions in Jordan, specifically amongst nascent mumpreneurs. Maslow’s hierarchy of needs was employed to discover these factors. This quantitative cross-sectional study uses convenience sampling to collect data from 81 nascent mumpreneurs through an online survey that included nascent Jordanian mumpreneurs. After confirming the validity and reliability of the tool, the multiple regressions test was used to test the hypotheses. The results indicate a strong relationship between Maslow’s needs and mumpreneurial intentions, where r equals 0.74, and Maslow’s needs can explain 54% of changes in mumpreneurial intentions, where R2 is 0.54. The results also show that the need for esteem influences mumpreneurs’ intentions (β = 0.43), and the need for self-actualization influences mumpreneurs’ intentions (β = 0.80). At the same time, the physiological needs, the security needs, and the need for belonging do not influence mumpreneurial intentions, where significance is 0.74, 0.09, and 0.09, respectively. Moreover, the results show that the marital status and level of education do not moderate the influence of Maslow’s theory of needs on mumpreneurs’ intentions, where the significance for both is more than 0.05. Finally, the study recommends developing mumpreneurial incubators and providing workshops and training for potential mumpreneurs.

Nowadays, organizations use social media to promote their services and products. At the same time, they use different tools to convey their messages, such as Facebook. Therefore, this study aims to investigate the factors that affect the e-WOM on Jordanian consumers’ purchase intention over Facebook. The study uses the information acceptance model (IAM) to examine the impact of information credibility, information quality, information adoption, and information usefulness over Facebook on Jordanian consumers’ purchase intention. The study uses cross-sectional quantitative research and is conducted online. The questionnaire was distributed through Facebook and WhatsApp, and the people who used only Facebook were allowed to complete the survey. Out of 327 filled questionnaires, only 304 were valid for further analysis. Collected data were coded in SPSS, and after confirming the validity and reliability of the tool, the correlation between variables was checked. In addition, multiple regressions were used to test the hypotheses. Multiple regression results show that the E-WOM can explain 49.2% of the total variation in the consumers’ purchase intention, where R2 = 0.492. Information adoption has the strongest effect on consumers’ purchase intention (β = 0.489), followed by information usefulness (β = 0.204). In contrast, information credibility and information quality do not have a significant effect on customers’ purchase intention (0.189 and 0.312, respectively). This study helps companies and businesses that have pages on Facebook to understand how consumers engage in the e-WOM on business pages and consider the consumers’ reviews, comments, or posts.

The purpose of this study is to investigate the impact of intrapreneurship on the performance of telecom operators in Jordan. Three different dimensions are investigated that represent the independent variable of intrapreneurship – corporate culture, corporate entrepreneurship, and re-engineering corporate thinking, while the dependent variable performance included five dimensions such as the volume of production, sales volume, production process, diversification, and employee enhancement. A quantitative method was used; a survey was targeted at Telecom Jordan employees who were participating in the company’s intrapreneurial program Oz. 140 employees participated in the intrapreneurial program as a comprehensive population, and 102 questionnaire forms were retrieved. The findings showed that there is a significant effect of intrapreneurship on the performance of Telecom Jordan. The coefficient of determination (R2) is 0.394, indicating that the intrapreneurship explains 39.4% of the change in operators’ performance. Moreover, the results revealed that the highest effect of intrapreneurship is on employee enhancement, followed by the process of production, sales volume, the volume of production, and diversification, respectively. The study highly recommended giving more attention to the intrapreneurial studio, as it is considered a factory of various diversified ideas.

Product/service extension is crucial for product/service development strategies; therefore, the study aims to investigate the impact of brand extension on consumers’ purchase intentions. Data were collected by questionnaire from 221 clients of Jordanian banks. SPSS 25 supported with AMOS has been used for structural equation modeling (SEM) to test the relationship and hypothesis. The study revealed that the eight brand extension sub-variables (companion product extension, brand prestige extension, brand distinction extension, component brand extension, leveraging a lifestyle, product form extension, company expertise extension, and customer franchise extension) are co-related. In general, the brand extension affects the consumers’ purchase intention, whereas companion product extension, brand prestige extension, brand distinction extension, component brand extension, and leveraging a lifestyle extension significantly affect consumer’s purchase intention. On the contrary, product form extension, company expertise extension, and customer franchise extension do not significantly affect consumers’ purchase decisions. In conclusion, a larger number of customers in future research as well as a similar research in different countries and a specific brand case study are recommended.

One of the most used social media platforms is TikTok, which is widely and increasingly used due to the short-video interactive music. Very few studies about why people prefer to use TikTok applications were carried out. Therefore, the objective of the current research is to examine the effect of perceived usefulness, perceived ease of use, perceived enjoyment, sense of belonging, and user-generated content on the adoption of TikTok application, using the TAM model. Quantitative research has been applied as a methodological approach and was successfully carried out through an online survey, gathering a total of 255 filled surveys to test the applicability of the developed research model. The results show that the user-generated content has the highest significant positive influence on the intention to use TikTok. Followed by the perceived enjoyment, then the sense of belonging, the perceived ease of use, and the perceived usefulness, consequently. Also, results show that the independent variables explain 47.8% of the variance in the intention to use TikTok. Finally, to assure the generalizability of the study results the study recommends conducting further research in different countries and communities.

ABSTRACT: People use social media not only for social purposes but also for business purposes. It is used in management and marketing as a tool to manage organizations and market products and services, especially to influence customers’ intention and satisfaction. Therefore, the research purpose is to define factors that influence continuous intention to use TikTok in Jordan and to what extent satisfaction with TikTok influences continuous intention to use TikTok. The current research uses a quantitative cross-sectional approach. Data was collected by online surveys and shared on several social media sites such as WhatsApp, Instagram, and Facebook. A total of 402 responses were valid for further analysis. Then, Structural Equation Modeling (SEM) was performed. The results indicate that the following factors significantly affect satisfaction: self-expression, informativeness, a sense of belonging, and trendiness in TikTok. However, the following factors do not significantly affect satisfaction: sociability, affection in TikTok, and past time in TikTok. The factors can explain 48.5% of satisfaction. Finally, satisfaction has a positive significant influence on users’ continuous intention to use TikTok and can explain 30.6% of the user’s continuous intention to use TikTok. In conclusion, the organizations have to heavily use the factors that influence the users’ satisfaction to increase users’ continuous intention.

The context of Display Google ads and its components has significant importance to previous studies. However, the full understanding of the variables that influence both Display Google ads avoidance and intention to click has not been thoroughly acknowledged. Thus, this study aims to outline an entire understanding of the different variables that lead Display Google ads to be avoided or clicked on. A detailed review of previous studies has been completed to illustrate a thorough image of Display Google ads. Accordingly, this study developed a theoretical model combining four variables (Display Google ads’ Prior Experience, Originality, Relevance, and Credibility) that lead to affecting Display Google ads’ Avoidance and Intention to Click, with one mediator (Consumer’s Attitude). A quantitative methodology has been employed, in which an online survey has been used to collect data, which were collected from 358 respondents, then coded against AMOS. The data analysis results show that three independent variables positively impact the intention to click; however, credibility has the highest value, then relevance and originality, consequently., while Display Google ads prior experience had no impact on the intention to click. Finally, the research concluded different practical and theoretical implications, and future potential research, and limitations.

This study aims to investigate the impact of Social Media Activities on brand equity (brand awareness and brand image). A cross-sectional quantitative study has been conducted using a validated questionnaire distributed to a convenience sample of 362 participants who used one or more forms of an Airline’s social media. Multiple Regression analysis was performed using SPSS version 20 to test the hypotheses. Results revealed a significant impact of Social Media Activities as a whole on brand equity. It was found that entertainment, customization, interaction and EWOM significantly affected the brand image, while customization, trendiness, interaction and EWOM significantly affected brand awareness. This study is one of few to examine the impact of social media activities on brand equity towards Airlines in Middle Eastern countries. The study provided several theoretical and practical implications that can benefit airline managers in their marketing efforts using various social media activities.