Hanadi A. Salhab

This study investigates the role of green marketing in addressing Jordan’s environmental and economic challenges, focusing on barriers and drivers of adoption. Using a quantitative research approach, data were collected from 504 respondents (67.5% were customers and 32.5% were SME owners) and analyzed through partial least squares structural equation modeling to evaluate the relationships between socio-economic factors, financial incentives, and infrastructural challenges. The results reveal that financial incentives significantly drive the adoption of renewable energy (coefficient: 0.85, p = 0.010) and sustainable agriculture (coefficient: 0.80, p = 0.014). Stakeholder engagement is high, with customer awareness scoring a mean of 4.1 (standard deviation: 0.5) and environmental sustainability at 4.2 (standard deviation: 0.5). Key barriers include infrastructural limitations (mean: 3.7, standard deviation: 0.8) and socio-economic disparities (mean: 3.8, standard deviation: 0.7), restricting access to eco-friendly products. Model fit indices, including a standardized root mean square residual of 0.054 and a normed fit index of 0.92, confirm the robustness of the framework. The findings suggest that overcoming these barriers requires targeted financial support, infrastructure investment, and inclusive policies to scale green marketing effectively. This paper provides actionable insights into advancing sustainable practices in Jordan, offering valuable strategies for resource-constrained economies worldwide.

This research aimed to investigate the impact of smartphone advergames characteristics on purchasing intentions. Four dimensions were considered (irritation, entertainment, credibility, and informativeness). To achieve this aim, the researchers developed a model based on literature reviews and previous studies; a self-administrated questionnaire was designed and distributed over a convenience sample. The researchers used a quantitative method and a descriptive-analytical approach; the study sample consisted of 600 consumers, and 519 questionnaires were returned with an 86.5% response rate. Various statistical methods, including descriptive, simple linear regression, were used to analyze the data and test the hypotheses. This research’s key findings were that there is a statistically direct impact of irritation, entertainment, credibility, and informativeness on consumers’ purchasing intentions. Moreover, there is a mediating role of game involvement between advergames and consumers’ purchasing intentions. Hence, many Jordanian companies can use smartphone mobile advertising to increase sales and create product brand image among consumers. Smartphone advergaming provides numerous opportunities and challenges for advertisers in the current dynamic business environment.

Acknowledgment
The authors are grateful to the Middle East University, Amman, Jordan, for the full financial support granted to this research project.

Type of the article: Research Article

Abstract
In the context of ongoing digital transformation, augmented reality is increasingly reshaping consumer-brand interactions, particularly in marketing domains. This paper aims to investigate how augmented reality improves consumer interactivity, brand awareness, and purchasing behavior in Jordan’s telecom industry. Selected by stratified random sampling, the 481 participants were subscribers of Jordanian telecom. They were qualified based on their expertise utilizing augmented reality capabilities in telecom mobile apps and reflected different age and gender groupings.
AMOS-based Structural Equation Modeling was used to validate the conceptual model. The results illustrate that augmented reality adoption greatly influences brand awareness (β = 0.60, p < 0.001) and consumer interaction (β = 0.55, p < 0.001). Adoption is influenced positively by technological readiness (β = 0.35, p = 0.020) and infrastructure support (β = 0.40, p = 0.010), and is negatively influenced by concerns related to cybersecurity (β = –0.20, p = 0.045). Cultural alignment strongly moderates augmented reality strategy effectiveness (β = 0.38, p = 0.025). Besides, brand recognition (β = 0.45, p < 0.001) and consumer engagement (β = 0.50, p < 0.001) have extremely high correlations with consumer purchase intention.
The findings suggest that Jordan’s telecom industry should integrate augmented reality content with local cultural norms to generate confidence, tighten cybersecurity protocols to lessen consumer resistance, and upgrade digital infrastructure for smooth augmented reality experiences. These coordinated initiatives are needed to increase consumer engagement and augmented reality branding in digital markets.