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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 study aimed to examine the impact of the marketing mix for digital content on the marketing performance of five-star hotels in Jordan. The dimensions of the marketing mix for digital content were (digital marketing database, social media platforms, digital pricing, and digital advertising), while the dimensions of marketing performance were (customer loyalty, customer satisfaction, and attracting new customers). The study population represented five-star hotel customers in Jordan, where an appropriate sample of (294) customers was used. The data of the study were analyzed using the Structural Equation Modeling (SEM) technique. The study concluded that all dimensions of the marketing mix for digital content had a positive impact on the marketing performance of five-star hotels in Jordan. Accordingly, the study recommended managers in these hotels pay more attention to promoting through digital means by publishing advertisements that include images and videos related to the quality of services available.

The aim of this study is to validate the effects of three selected major drivers; namely technological, marketing, and behavioral on online food delivery orientation. A conceptual framework is developed based on the three selected major drivers from the previous studies. To achieve the study objective, a quantitative method, a cross-sectional survey of the users of online food delivery applications, was used and one-hundred and fifty four questionnaires were gathered and analyzed via IBM SPSS and AMOS software. The finding revealed that the model was valid and technological, marketing, and behavioral drivers were found to positively predict online food delivery orientation. Based on the study results, several recommendations were suggested in this study to improve the food delivery.

The study aimed at investigating the effect of e-HRM use on employee flexibility based on Davis’ technology acceptance model. Seven hypotheses were proposed. Two external factors (HR department role and organizational readiness) were linked to e-HRM perceived usefulness and e-HRM ease of use. These two factors linked to the behavioral intention to use e-HRM, which in turn connected to employee flexibility. All these propositions were accepted through analyzing data collected via a questionnaire from a sample consisting of managers and employees of human resource departments in Islamic banks in Jordan. The study contributes to the literature through clarifying and extending the technology acceptance model of e-HRM, as identifying two of the external factors that significantly affect e-HRM perceived usefulness and e-HRM ease of use, as well as, and spreading the model to include employee flexibility.

Corporate Social Responsibility (CSR) policy, digital marketing and green marketing are considered as some of the most emerging topics. However, the major problem is associated with the lack of CSR policies, development and adaptation of green marketing in the companies operating in manufacturing companies in the UK. In this manner, this study aimed to determine the role of digital marketing, CSR policies and green marketing in brand development. Concerning this, the case of UK’s manufacturing companies was considered which can help the manufacturing companies operating in the UK to make the development of brand more effective, as the consumers would perceive the brand which complies with the environmental laws. To attain the aim, the researchers utilized a quantitative method of data collection where a close-ended survey questionnaire was utilized. The data was collected from the concerned participants working in the manufacturing sector of the UK and the sample size considered for the analysis was based on 404 participants. The analysis was conducted using Structural Equation Modeling (SEM) on Smart PLS. The analysis revealed that the overall impact of green marketing, CSR policy and digital marketing was statistically significant on the brand development of UK’s manufacturing companies. Considering this, it has been recommended to the manufacturing companies in the UK to focus on environmental disclosure, green innovation, green alliance and promotional activity for the purpose of ensuring brand development. However, this study is limited to the geographical bounds of the UK; therefore, it has a certain room for future research.

The aim of the study was to examine the impact of digital marketing capabilities on organizational ambidexterity by focusing on the Information Technology Sector in UAE. Data were primarily gathered through self-reported questionnaires created by Google Forms which were distributed to a purposive sample of managers at different levels via email. This study was conducted structural equation modeling (SEM) to test the hypotheses, which represents a contemporary statistical technique for testing and estimating the relationship between factors and variables. The results showed that the highest impact on organizational ambidexterity was for strategic approach and data content infrastructure, followed by integrating customers with employees, and finally the lowest impact belonged to the process of improving performance. Based on the study findings, the researcher hopes that the decision-makers and managers define all tasks, roles and work procedures in companies through digital marketing systems to improve their organizational ambidexterity and enhance their performance.

This study aimed at examining the impact of E-HRM on organizational health. It focused on telecommunications companies operating in Jordan. Data were primarily gathered through self-reported questionnaires created in Google Forms and distributed to a purposive sample of senior managers via email. AMOSv24 was used to test the study hypotheses. The results of the study show that E-HRM has a positive impact on organizational health. Based on the obtained results, the researchers recommend managers and decision-makers of the telecommunications companies in Jordan to invest in electronic human resources systems, which can help them fully implement human resources practices electronically, to obtain economic savings and to be able to attract talents. The study also highlights the importance of focusing more on the electronic training and development process in order to raise individuals’ practical capabilities, which is reflected in their creativity.

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.

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.

In this digital age, fraudulent practices are among the most challenging that organizations must be aware of due to the increasing use of online transactions. This also applies to the banking sector whose business has become more complex with the recent developments in information and communication technology, which has changed the nature of bank fraud requiring advanced prevention measures. From this perspective, this paper aims to determine how cybersecurity affects fraud prevention for Jordanian commercial banks. A five-dimensional NIST cybersecurity framework was used. The research data was collected from 173 information technology managers in commercial banks listed on the Amman Stock Exchange. Structural equation modeling (SEM) was applied to investigate research hypotheses. The results of the research demonstrated the significant impact of cybersecurity in fraud prevention, especially detect function which had the largest impact among the dimensions of cybersecurity. Therefore, a set of recommendations were formulated for policymakers in Jordanian commercial banks, the most important of which is the adoption of multi-factor authentication (MFA) approaches for customer accounts, employee access, and biometric systems that add an additional layer of protection and make access to sensitive information to unauthorized individuals more difficult.

Recent technological advancements are endless and have had a profound influence on everyone in every part of life throughout the preceding decades. Artificial intelligence is one such invention that has the potential to change the world. Now, artificial intelligence is being used in almost all commercial operations. Hence, this research attempted to investigate the impact of artificial intelligence dimensions, including natural language processing, machine learning, expert systems, and computer vision on the financial decisions of pharmaceutical companies in Jordan. A cross-sectional approach was used through a comprehensive survey to collect research data from 148 accountants and financial managers in pharmaceutical companies listed on the Amman Stock Exchange with a response rate of 81.3%. The research hypotheses were examined using structural equation modeling of the collected quantitative data. The results indicated that the dimensions of artificial intelligence positively impact financial decisions. Accordingly, companies should spend on building strong artificial intelligence infrastructure and skills. Access to modern artificial intelligence technology, data analysis tools and cloud computing resources are also essential to rationalizing financial decision-making. Besides, Jordan's pharmaceutical sector can overcome these limitations and realize the full potential of artificial intelligence in financial decision-making by solving data privacy issues, encouraging ethical AI re-search, investing in artificial intelligence expertise, and enhancing collaboration.

The emergence of financial technology has resulted in the rapid expansion of digital financial services and products that are accessed and delivered through digital channels. However, such technology has also exposed changes in the financial behaviors of the millennial generation. Hence, this article analyzes how digital financial literacy impacts financial behavior in the Jordanian millennial generation. A survey method was performed with 627 individuals of millennial generations from several cities in Jordan. Structural equation modeling (SEM) was conducted to estimate the relationship between the research variables. The findings revealed that digital financial literacy with its dimensions, i.e., digital knowledge, digital experience, digital skills, and digital awareness had a positive impact on financial behavior. This article depicts the level of digital financial literacy among Jordan's millennial generation. Therefore, it suggested a set of recommendations revolving around developing and promoting financial education programs for Jordanian millennials in collaboration with educational institutions, government agencies, and financial institutions.

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.

This research aims to provide a logical and experimental framework that helps organizations achieve goals in turbulent environments by examining the impact of dynamic capabilities on competitive performance with the conditional indirect effect of entrepreneurship orientation and digital leadership. A conceptual framework was derived from well-established theories in strategic management, along with empirical evidence based on a survey conducted on a sample of 102 leaders and managers in the entrepreneurial companies in Jordan. This study demonstrates the positive impact of dynamic capabilities in developing competitive performance. Moreover, the entrepreneurship orientation mediates the relationship between dynamic capabilities and competitive performance and digital leadership has a positive moderating role in this relationship. This research recommends leaders and managers in entrepreneurial organizations to define clear standards for measuring competitive performance that enable identifying and correcting deviations in a timely manner and invites them to focus on creating value in turbulent environments by exploiting advanced technological capabilities and adopting innovative strategies and business models.

The current manuscript aimed to explain the impact of big data on the financial reporting quality of the industrial sector in Jordan. To achieve the manuscript goals and validate hypotheses, a field study was conducted by distributing a questionnaire to 325 financial managers in industrial companies listed on the Amman Stock Exchange during a specific period. Gathered data were analyzed using structural equation modeling (SEM). The manuscript concluded that the big data dimensions, including variety, volume, and velocity, had a positive impact on financial reporting quality. Therefore, a set of recommendations were provided to managers of the industrial companies in Jordan to put in place an extensive data governance system to as-sure data quality, security, privacy, and compliance. To ensure the integrity and dependability of financial reporting, define data ownership, create data quality standards, and develop processes for data access, use, and preservation.