Artificial Intelligence (AI) techs help businesses turn internal and external data into real gold by analyzing customer data, extracting valuable insights, and offering individual solutions. The current study aimed to identify the mediating effect of artificial intelligence and digital experience on the relationship between neuromarketing (emotional appeal and memory encoding) and consumer behavior. The current study was applied to consumers within the MENA region by using an online questionnaire self-administered by (837) individuals. The study hypotheses were all accepted, and results confirmed that there is a mediating effect of AI and digital experience (DX) on the relationship between neuromarketing (emotional appeal and memory encoding) and consumer behavior. The degree to which digital experiences can modulate the association between emotional appeal, memory encoding, and consumer behavior, is not absolute; other factors and external cues that may be integral parts of a seller's marketing campaign remain relevant as well. The marketing strategy, quality of the product, prices, and effect of the enclosing environment influence consumer behavior from the digital dominion. Consequently, the comprehensive study of the digital situation is the premise of comprehending as well as using the mediating influence of digital experience on a consumer's mind. The study supports the idea that it is crucial for digital experience to bring up good feelings and provide opportunities for better information memory. Building visualizations that are appealing, interactive, and immersive to the users is intended to keep them interested and promote remembering. Through this approach, information on the brand can be associated with, recalled, and can become a significant decisive factor in future purchase decision-making.

The current study aimed to examine marketing cyber-security (DDoS Attacks, Cross-Site Scripting, SQL Attacks, and passwords attacks) in the digital age by presenting evidence from digital marketing platforms. Depending on the quantitative approach and utilizing a questionnaire as a tool, (133) marketing managers in digital marketing companies in Jordan responded to an online questionnaire. SPSS was used to screen and analyze the gathered data. Results of the study accepted the main hypothesis, and it appeared that marketing cyber-security has a statistically positive influence on marketing platforms, in addition to that, it appeared that the highest influence of sub-variables was for the benefit of Structured Query Language (SQL) Attacks explaining 35.8% of the variation. This result meant that SQL attacks-security does have a statistically positive influence on marketing platforms. This hypothesis could be tested through various methodologies, for example, surveys, interviews, focus groups, and/or experiments. The study recommended that marketers should use role-based access to limit the data employees can access and regularly review their permissions. Further recommendations were presented in the study.

The current study aims at examining the differences between umbrella branding and house of brands on organizational market share. Various variables are adopted including reach, efficiency, image and ambiguity. A sample of 98 marketing managers or their representatives within the chemical industry sector in Jordan, SPSS is employed to screen and analyze gathered data. Results of study indicate that umbrella branding has a bigger and much deeper influence on market share compared to house of brands which is attributed to many factors including that umbrella branding has a wider reach, it is more efficient and more able to shed the light and increase the focus on organization's image, meaning that in umbrella marketing the focus is more on the marketing organization more than manufacturing organization which increases its reputation and market share. The study recommends the necessity for each brand to have a specific purpose to avoid overlapping or disintegration of brands.