Higher education institutions, like any business institution, should satisfy their clients (students) for them to survive in the higher education service business market. As a service business, higher education institutions also need to follow marketing principles in their attempt to attract potential students. We investigated the effect of marketing mix dimension on internal and external marketing in universities. The research used primary data from a questionnaire survey of 526 students in West Java Province, Indonesia, and then drew conclusions by a structural equation model (SEM) analysis. The research findings revealed that place, product, price and promotion have a positive effect on external marketing. Whereas physical evidence, people and processes have positive, significant effects on internal marketing. There was also positive, significant correlation between external marketing and internal marketing. The research findings were hopefully beneficial for higher education management, to be made as guidance in implementing their marketing strategy. Higher education leaders may apply the external marketing policy to attract potential student interest and the internal marketing policy to improve the quality of their service and internal marketing. The study delivered a broader picture of the application of marketing mix model on universities. In addition, the discussion presented the implication of the offered theory and practice, the research limitation, and the direction of future researchers.

In higher education institutions, effective digital communication is crucial for achieving administrative goals, such as improving student services, managing resources, and facilitating collaboration among staff members. By exploring the impact of copresence factors on digital communication effectiveness, higher education institutions can gain a deeper understanding of the factors that influence their digital communication and develop strategies that optimize its efficiency. The study applied a quantitative research approach through a questionnaire survey to collect required responses from employees who are working in the higher education institutions of Jordan with a total of 304 participants. The findings of this study indicate that copresence factors play a significant role in the effectiveness of digital communication within higher education institutions in Jordan. The results support the framework developed by others and suggest that self-copresence and partner-copresence have a positive impact on the efficiency of communication. This highlights the importance of considering the presence of individuals during digital communication and the impact it can have on the quality of the exchange. In conclusion, the study sheds light on the importance of correspondence in digital communication and its impact on the efficiency of communication within higher education institutions. The findings can help in the development of strategies and practices for enhancing the effectiveness of digital communication and improving administrative work in higher education institutions in Jordan.

The development of wearable technology opens the potential for its use in various sectors, one of which is the use of smartwatches in the sports sector. This paper examines soccer players' behavior's impact on using smartwatches as a training monitoring tool. This study uses a quantitative approach involving as many as 128 soccer players to complete a research questionnaire with face to face (offline). SEM-PLS is used as an analytical method to test the proposed inferential model. As a result, research shows that social influences, relative advantages, and enjoyment impact the use of smartwatches during training and daily use by soccer players.

Blockchain technology adoption among the businesses has become a new updated technological improvement and calls all businesses to care with it. This research aims to address its effect with project management information systems with a possible moderation effect of the value creation gained of this factor. The study used a quantitative research method to meet its objective and collected the data from Jordanian e-commerce enterprises with a total of 320 participants. PLS-SEM technique was used to perform the key analyses. The results found a significant effect of all hypothesized research assumptions and a significant moderating effect of value creation on the respective effect of study’s variables. The findings also expanded the current understanding and application of this technology and showed some implications and applicable insights that supported the existing literature and evidence in this field. The study would contribute to cover the limited research works and knowledge gaps with a suggestion to integrate this technology and application within different contextual settings.

The online markets have been growing during the last near years, and many businesses have generated customer satisfaction and loyalty by developing their marketing activities. The main aim of this study is to review the related body of the literature to develop a thorough conceptual research framework including e-marketing in order to determine the respective antecedent factors of customer satisfaction and loyalty. Another study aim is examining the mediating role of the perceived value on the interrelationships between e-marketing, customer satisfaction and loyalty. Through a questionnaire survey, the study collected the data from various online shoppers in Jordan with about 482 participants. The study results indicated that e-marketing had a significant effect on customer satisfaction but did not generate customer loyalty, and the customer satisfaction had a significant effect on customer loyalty. Another key result is the perceived value mediated the relations between e-marketing and both customer satisfaction and customer loyalty. The study's respective implications offer new insights in marketing literature and conclude that the successful marketing activities should focus on the perceived value that is felt by the customers.

Web 2.0 has changed the way consumers access information. This study aims to investigate the relationship between social media (Watsons’ Facebook page) content and consumers repurchase intention. In addition, it determined whether E-WOM and interactivity can act as the mediating variables between the social media content and repurchase decision. The data were collected through online and offline questionnaires. A total of 146 valid questionnaires were obtained and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) through the SMART-PLS 3.3.9 software. The findings support the direct effect of social media content on E-WOM, interactivity, and repurchase intention. Moreover, the results confirmed the mediating role of interactivity between social media content and repurchase intention, however, E-WOM does not mediate between social media content and repurchase intention. The present study suggests some managerial implications for beauty brand retailers and provides fundamental strategies related to their social media.