This study aims to examine an overview of management accounting research in the last decade. In addition, it also describes the latest research trends, namely in the last five years, both in terms of the topics discussed, the use of theory, and the methods used. The researchers employ the bibliometric analysis method and use VOSviewer to describe management accounting research for the period 2013-2022. We retrieve data on articles from two leading journals in this field, namely Management Accounting Research (MAR) and Journal of Management Accounting Research (JMAR), using the Scopus database. The findings of this study indicate that there were six research clusters over the past decade, namely (1) governance and performance management, (2) management control, (3) performance evaluation, (4) risk-based performance management and CSR, (5) budgeting and ethics, and lastly (6) the risk and interfirm relationships. Research trends in the last five years show that the theories explicitly used in research in this field include agency, economic, social identity, social comparison, and contingency theory. The research methods used during the last five years have been dominated by archives, experiments, and surveys. Papers published by JMAR are dominated by those using archival methods, while the papers in MAR are dominated by those using experiments and field research. This research provides an overview, for students and scholars interested in management accounting research, of the subjects, ideas, and research methodologies that have been employed in the recent past and today.

The current paper was a quantitative study examining the mediating role of E-WOM when it comes to content marketing and its connection with green purchasing intentions in Jordan. The underpinning theory in this study was the social communication (SC) theory. A survey questionnaire was used to collect relevant data, after being distributed to the general managers. Overall, 202 questionnaires were used in this paper's data analysis, and the outcomes were investigated through partial least squares structural equation modeling. The results of the analysis denoted that the E-WOM controlled the relationship of content marketing with green purchasing intentions. As a result, this paper offers practical findings that companies in Jordan could boost customer intention to purchase green products, by achieving word of mouth and presenting suitable marketing content.

The purpose of this study is to explore how various online marketing tools, including Content Marketing, Email Marketing, Social Media Marketing, and SEO, affect customers' decisions to purchase Internet services. The study utilized a survey distributed through simple random sampling, with 410 questionnaires given to Zain Telecom customers in Zarqa city. After excluding incomplete questionnaires, 385 were analyzed using multiple regressions, descriptive analysis, and reliability tests. Results showed that all independent variables had a significant impact on customers' purchasing decisions of Internet services, with Email Marketing having the strongest relationship. The study recommends further investment in Email Marketing strategies to improve customer retention and acquisition.

This paper presents an empirical investigation to determine factors influencing on content marketing in banking industry. The study designs a questionnaire consists of 40 questions in Likert scale and distributes it among 550 randomly selected regular customers of Bank Mellat in city of Tehran, Iran and 400 properly filled questionnaires are collected. Cronbach alphas for all components of the survey are well above desirable level. Using principle component analysis with Varimax rotation, the study has determined six factors influencing the most on content marketing including organization, details, having new ideas, quality, sensitivity and power while the last component contains only two subcomponents and is removed from the study.

Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.

Making rational decisions in times of uncertainty is an important capability required of marketing managers. However, choosing the precise quantitative decision-making technique or a combination of such tools usually presents managers with a score of challenges. To lessen this challenge, this single case research demonstrates how the choice of three Bayesian decision models (Laplace criterion, Savage minimax regret, and Hurwicz coefficient of realization) can reduce uncertainty in content marketing, search engine optimization (SEO), and referral marketing decision. We employed the case study approach to enable direct access to the decision-making process of the case organization, and to collect relevant data relating to the three marketing decision variables. Results show that, although the Laplace criterion may not have a direct effect on content marketing decisions, it influences the decision-making process leading to the creation and promotion of content. The Savage minimax regret had a direct bearing on SEO decision-making. Hurwicz's coefficient of realization yielded no direct impact on referral marketing but shows the possibility of influencing decision-making processes that led to the development and implementation of referral marketing campaigns. The implications are discussed.