Muneer Alrwashdeh

With the growing popularity of social media platforms, many brands have embraced social media marketing activities as a key tool in influencing consumer behavior and purchasing decisions. This paper aims to investigate the nexus of social media marketing activities (SMM activities) on online purchase intention in Jordanian e-stores through the mediating role of brand engagement and brand trust. The current study utilized a quantitative approach design, using a questionnaire as a tool to collect the data from 542 e-commerce consumers in Jordan during the period from February 7, 2024, to July 28, 2024. Purposive sampling was applied to collect the data from participants. Structural Equation Modeling (SEM) using Smart PLS 4.0 was used to analyze the study data and examine the relationship between the study variables. The results showed the importance of social media marketing activities (β = 0.16, p < 0.001). Brand trust (β = 0.385, p < 0.001) and brand engagement (β = 0.173, p < 0.001) have a positive impact on online purchase intention. The study’s findings highlight the importance of brands creating content that focuses on engaging information that resonates with their target audience. The study concludes that social media marketing activities play a pivotal role in enhancing consumer trust and engagement online, contributing to increased purchase intention, and providing valuable insights for brands and marketers seeking to improve their digital marketing strategies.

Type of the article: Research Article

Abstract
Customer loyalty is a pressing priority and strategic imperative in the Jordanian hotel sector. With the rapid technological transformation in consumer behavior, social media marketing activities have emerged as a tool for engaging with hotel guests and building long-term relationships. This paper aims to explore the impact of Social Media Marketing activities (SMM activities) on brand loyalty through the mediating role of brand love and brand trust in the five-star hotel sector. The study adopted a quantitative design, employing a descriptive correlational approach to examine the relationship between study variables. Data were collected from June 1, 2024, to September 30, 2024, using a structured online questionnaire from guests of five-star hotels in Jordan, in Amman. A purposive sample was used to select hotel guests, using social media platforms for 280 respondents. The questionnaire was designed to measure the variables of the study. Statistical analysis was conducted using Smart PLS to test the hypotheses. The study results indicate a significant impact of social media marketing activities (β = 0.299, p < 0.001) on brand loyalty, as well as the mediating role of brand trust (β = 0.09, p < 0.001) and brand love (β = 0.18, p < 0.001) in mediating the relationship between marketing activities and customer loyalty. The results also revealed a positive relationship between social media marketing activities and brand loyalty in the hotel sector. The results also indicate that brand love and trust mediate the relationship between social media marketing activities and brand loyalty, enhancing brand loyalty in the hotel industry.

Acknowledgment
The authors would like to thank all the participants involved in this research work, and the authors are grateful to the Philadelphia University, Amman, Jordan for the financial support granted to cover the publication fee of this article.

Type of the article: Research article

The increasing development of digital business environments has contributed to the diversification of knowledge sources globally, making smart knowledge management crucial for enhancing the accuracy of decision-making processes. This study aims to investigate the impact of AI-driven capabilities, including adaptive learning, intelligent analytics, automation capability, integration capability on knowledge systems, and the role of smart knowledge management as a mediating factor within the context of the Federal Civil Service Council in Baghdad, Iraq. The study employed a quantitative method to collect data between April 2025 and August 2025 from 161 employees with at least three years of experience in knowledge management, organizational content and records, data, and machine learning. This sample included knowledge management managers, knowledge management specialists, data analysts, knowledge support technicians, and operations managers at the Federal Civil Service Council. The findings indicate that enhancing AI-driven capabilities across the four dimensions of adaptive learning, intelligent analytics, automation capability, and integration capability contributes to organizational success. This is evident from the correlation between adaptive learning (p = 0.012, < 0.279), analytical intelligence (p = 0.018, < 0.213), automation capabilities (p = 0.02, < 0.05), and knowledge systems. The study found that intelligent knowledge management plays a crucial mediating role in the relationship between AI capabilities and knowledge systems, contributing to the success of digital organizations and the accuracy of decision-making. This is further demonstrated by the positive correlation between the dimensions of AI capabilities and knowledge systems.