This research investigates how social media content marketing impacts customer engagement and it gives more weight to consumer cognition as an intermediary means. According to the study, digital communication has transformed significantly in our modern era, from simple communicative and content-sharing platforms to social media networks evolved into major marketing platforms. Organizations now fundamentally bring about transformations in their interaction with consumers depending on how they choose to use these public forums. As well, this paper begins to provide a comprehensive review of the social media content marketing literature, with topics such as augmented reality, credibility of content, user-generated content, and customer perceptions. The paper has a survey sample of 350 managers from relevant organizations, selected to provide a broad representative range across fields and industries. This study, under the Technology Acceptance Model, aims to understand better, how consumers accept and employ social media content marketing. Research questions to be addressed in this forthcoming paper include an investigation into how consumer belief serves to mediate the relation between social media content marketing and customer engagement Additionally, it aims to investigate the extent to which consumer cognition intervenes in this link, and whether consumers' beliefs moderate results of an interaction with social media platform contents source (such as reading a blog or watching a video). With this theoretical framework and the related literature, the project aims to provide significant insights and make a more successful marketing practice.

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.

Technology has significantly transformed knowledge, education, and access to information by introducing online learning platforms, interactive games, and virtual reality simulations in traditional classrooms, creating a dynamic, engaging, and inclusive learning environment. The ChatGBT project (a pre-developed transformer for training) is a remarkable achievement in artificial intelligence technology. It allows students tailored and efficient learning experiences by providing individual feedback and explanations. ChatGPT e-learning platform has been extensively studied for its adoption and acceptance, but there is a significant gap in research on its acceptability and use, highlighting the need for further exploration. The goal of this work is to bridge this disparity by introducing a comprehensive model that includes three basic elements: performance expectation, expected effort, and social impact. A total of 241 graduate students were surveyed and their data were analyzed using structural equation modeling techniques. The results indicate that “expectation of performance and expected effort” have the greatest impact and importance in determining students’ intentions to use learning platforms via ChatGPT, while social influence does not play an important role. This study enhances the current body of knowledge related to artificial intelligence and environmental sustainability, and provides important insights for professionals, policymakers, and producers of artificial intelligence products. These observations may provide guidance for creating and implementing artificial intelligence technologies to match consumers’ needs and preferences more effectively, while also taking into account broader environmental conditions.

As the workforce worldwide goes through a transformative shift towards remote work, this paper discusses the positive effects of this quite flexible work arrangement on team’s innovation performance (TIP) in multinational, non-governmental organizations (NGOs). Adopting cross-sectional, quantitative research design, empirical data were collected through a survey of 268 employees of multinational NGOs operating in Jordan. The collected data were, then, analyzed using structural equation modeling. The results of the analysis showed that remote work has significant, positive effects on TIP in NGOs. Of the various remote work features investigated, spatial flexibility has the highest effect. The study results contribute to the ongoing discourse on the future of the work styles and have implications for leaders, policymakers, and practitioners who seek promoting innovation in multinational NGOs.

While many small and medium enterprises (SMEs)recognize the benefits of Big Data Analytics (BDA) for digital transformation, they face challenges in implementing this technology, highlighting the need for more research on its adoption by SMEs. The objective of this study is to amalgamate the Technology Organization Environment (TOE) framework with the Diffusion of Innovation (DOI) theory, aiming to dissect the factors that sway BDA adoption in Jordanian SMEs. Additionally, the study delves into how perceived usefulness impacts this adoption process. Utilizing structural equation modeling, the study examined data from 388 managers in Jordan. The study validates all its hypotheses, revealing that variables like relative advantage, compatibility, complexity, top management support, competitive pressure, and security influence perceived usefulness, which subsequently has a positive impact on BDA adoption. This research presents a range of theoretical and practical insights.

The growing significance of Artificial Intelligence (AI) across different fields highlights the essential role of user acceptance, as the success of this technology largely depends on its adoption and practical use by individuals. This research aims to examine how perceived cybersecurity, novelty value, and perceived trust affect students' willingness to accept AI in educational settings. The study's theoretical basis is the AI Device Use Acceptance (AIDUA) model. Using structural equation modeling, the study tested hypothesized relationships using data from 526 students at Jordanian universities. The results showed that social influence is positively associated with performance expectancy, while perceived cybersecurity is positively related to both performance and effort expectancy. Novelty value is positively associated with performance expectancy but a negative one with effort expectancy. Additionally, effort and performance expectancy significantly influence perceived trust and the willingness to accept AI. Moreover, perceived trust has a notable positive effect on the willingness to accept AI in education. These findings provide valuable guidance for the creation and improvement of AI-driven educational systems in universities, contributing to the broader understanding of AI technology acceptance in the educational field.

This study investigates the impact of game-based (gamification) e-Learning techniques on students' engagement, thereby, their satisfaction with e-learning in Jordanian private universities. A conceptual model was developed based on existing empirical evidence from the literature. Data was then collected through a self-administered questionnaire survey from 198 private university students, who were conveniently selected for the study. The data was analyzed using Structural Equation Modeling (SEM) with smart PLS 23. Data analysis revealed a positive effect of gamification on both student engagement and satisfaction, suggesting that incorporating gaming elements into the e-learning process in Jordanian private universities led to higher levels of student engagement, thereby greater student satisfaction with the e-learning experience. A mediating role was also found for student engagement on the effect of gamification on student satisfaction. The findings provide insights to practitioners on how gamification can be utilized as an effective strategy to deliver a more enjoyable and interactive e-learning experience. Research findings were discussed, and conclusions and implications were lastly provided.

Using the educational setting of Jordan, this research aims to investigate the complex relationship between teacher-student rapport and student involvement in gamified learning experiences. As it relates to the effective use of gamified learning methodologies, this research digs into the far-reaching ramifications of cultivating strong interpersonal interactions between instructors and students. This research uses a strict quantitative technique to investigate the complex relationships between 400 children and 40 teachers. This study's results shed light on an interesting and statistically significant phenomenon: a significant positive connection (r = 0.742, p 0.001) between teacher-student rapport and the amount of engagement seen in gamified learning sessions. The finding, in line with Jordan's educational reforms, highlights the critical role of positive rapport in generating dynamic and significant participation within modern instructional techniques. The practical repercussions highlight the need for teachers to work to improve their interpersonal skills. It becomes clear that this is a crucial factor in enabling effective teaching and learning, especially within the context of contemporary pedagogical approaches. The current research helps us better understand the complex dynamics at play in teacher-student relationships, illuminating their far-reaching consequences for the pursuit of educational excellence in the Jordann setting.

This research examined how virtual reality technology affects the marketing performance of the fashion industry in Jordan. Based on a sample composed of 528 online customers, structural equation modeling (SEM) was utilized as a statistical approach for hypothesis testing. The research findings demonstrated that virtual reality technology had a positive significant impact on marketing performance. This examination provides many implications that managers in the fashion industry in Jordan could recognize, the most notable was encouraging them to focus on increased product demos utilizing virtual reality technology in order to improve customers' comprehension of the product and boost their confidence when making purchase decisions.