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.

Universities seek out of its keenness to preserve the environment and to enhance its environmental performance, by paying attention to social responsibility, to enhance its reputation in society. The current study examines the relationship between corporate social responsibility (CSR) and environmental performance (EP) through the moderating role of green human resources (GHR) and green climate (GC). The study collected data from 270 employees in private universities in Jordan. PLS4 was applied to analyze data and test the hypotheses. The results showed that CSR has a positive impact on EP. Also, the results showed that GHR and GC moderate the relationship between CSR and EP. Future research recommendations and study limitations are also provided.

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.

The fast fashion business is becoming more reliant on social media marketing (SMM) as SMM enables larger data collection and communication between the brand and its consumers. This study investigates the impact of SMM aspects such as customization, entertainment, interactivity, trendiness, and eWOM on fast fashion’s online and offline purchase intentions (PI). Similarly, it investigates the moderating influence of culture on the factors mentioned above and the relationship’s utilitarian and hedonic reasons. Additionally, 360 responses were obtained from three countries, Morocco, Jordan, and Spain, using an online questionnaire. The findings revealed that customization, amusement, and trendiness influence offline and online PI favorably. Culture was also shown to have a moderating influence on the link between SMM components and PI. Motivations were also discovered to be a mediator between eWOM, trendiness, customization, and PI.

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.