Discovering the marketers and advertisers’ knowledge provides an ability to present a well understanding of how value could be created. The main purpose of this research is to identify the factors influencing the marketers and advertisers’ co-creation value in mobile applications setting in Jordan through applying several information systems theories. Structural Equation Model (SEM) was used for data analysis and hypothesis testing. The convenience method was also approached to determine the sample size and data collection method. The result of the recent study confirms that extended Technology Acceptance Model (TAM) and eTailQ model provide a capability to determine, increase, or generate the marketers and advertisers value using Open-Sooq app in Jordan. Finally, the current research had some theoretical and practical implications, limitations, and future orientation studies that were discussed in their specific parts.

Measuring the performance of Fintech services on mobile apps (FSMA) is considered a major key to sustain, develop, and improve financial services and their processes, depending on users’ standpoints on digital platforms. Public value aims at enhancing the performance of government institutions services. Throughout the current research, authors have suggested a novel way to evaluate the performance and management of FSMA by theorizing a new conceptual framework entitled Public Value of Fintech Services’ Mobile Apps (PV-FSMA). A quantitative approach was chosen to measure several factors influencing the use of FSMA and evaluate the degree of public value of FSMA among Jordanians. The structural equation model was conducted based on the results of the PV-FSMA model hypotheses. The results confirmed that FSMA-intention to use (FSMA-ITU) and its predictors: FSMA-usefulness (FSMA-US), FSMA-awareness (FSMA-AR), FSMA-security (FSMA-SE), FSMA-social influence (FSMA-IS), and FSMA-system quality (FSMA-SQ) except FSMA-ease of use (FSMA-ES) are valuable determinants of PV-FSMA. The article presents theoretical implications regarding financial services and public value theories and practical implications regarding public institution leaders, managers, and information technology specialists in the Fintech domain to improve the quality and performance of FSMA in Jordan.

This study aims to examine the complex dynamics of short video marketing, social sharing, and consumer engagement specifically within the tourism sector in Jordan. The study used AMOS software for analysis, gathering data from a total of 468 participants, including both internal and external tourists. The results emphasize the significant impact of short video marketing in stimulating social sharing behaviors among travelers, prompting them to share their experiences on various social platforms, thus expanding the reach of tourism-related content. Moreover, the research reveals the mutual relationship between social sharing and consumer engagement, indicating that sharing behaviors play a crucial role in increasing levels of engagement among tourists. The novelty of this research resides in its concentrated investigation of these associations within the unique context of the Jordanian tourism sector. The study's significance lies in its ability to expand comprehension of digital marketing dynamics in the tourism industry, providing practical insights for marketers seeking to improve brand visibility and engagement in digital spaces. This study enhances the current knowledge base by employing a quantitative approach, establishes a basis for future research endeavors, and offers valuable insights for marketers aiming to maximize the effectiveness of digital marketing strategies.

Having a citizen's opinion is considered the most important method to evaluate a public institution's performance. As a contemporary theory regarding public institutions and private organizations, public value theory provides an alternative approach to evaluating organizations' performance. The current research has provided a new insight to assess the Mobile-government applications (m-gov app) by proposing a new model entitled ‘Mobile Government Public Value (MGPV)’ to measure the performance of m-gov apps in developing country settings, specifically Jordan. Depending on several theories engaged with information technology, many determinants have been selected to draw the line for evaluating MGPV in Jordan. Measuring the level of m-gov apps’ usage was estimated depending on its perceived need, awareness, perceived security, social influence and self-efficacy to gauge the weather of creating or increasing the public value of the m-gov app from a citizen's perspective. In the current research, Structural Equation Model (SEM) was selected to obtain the research objectives. The results have indicated that the m- gov apps perceived need, m- gov apps' awareness, m- gov apps perceived security, and m- gov apps social factors played an essential role in creating public value of m- gov apps through the mediation role of m- gov apps use factor. While m-gov apps' self-efficacy factor did not provide a positive effect on creating the public value of m-government apps.

Substantially, the theory of e-government public value (PV-EGOV) has been treated as a hot topic to be explored insightfully. This research comes to be considered as the launching point to empirically evaluate the creation of PV-EGOV in Jordan. The main aim of this research is to investigate the factors affecting the PV-EGOV in the context of Jordan. Information System Success Model (IS success model) was selected to determine the factors affecting the e-government public value in Jordan through the quality factors (system, information, and service) and their role in citizens' intention in use and satisfaction of the e-government. The structural Equation Model (SEM) approach was harnessed to obtain the results. The results indicated that the most critical determinant factor that affected the PV-EGOV was service quality. The current article has theoretical and practical implications for public institutions in Jordan. The future work trends are established in their specific section of this article.