Fawwaz Tawfiq Awamleh

Entrepreneurship is essential in fostering sustainable development since it deals with the social, economic, and environmental dimensions of sustainable development. This study aims to explore the influence of entrepreneurship on sustainable development and the mediation role of digital innovation in Jordanian universities. A quantitative empirical research design was adopted, collecting primary data via a survey questionnaire from a sample of 322 administrative employees selected because of their centrality in the implementation of institutional strategies and fostering entrepreneurial initiatives consistent with sustainability objectives. Data analysis was performed using Smart PLS 4 software to test the proposed relationships. The results have determined that entrepreneurship significantly influences sustainable development (β = 0.48, p ≤ 0.05) and strongly predicts digital innovation (β = 0.70, p ≤ 0.01). Moreover, digital innovation is positively related to sustainable development (β = 0.55, p ≤ 0.01). Additionally, digital innovation mediates the relationship between entrepreneurship and sustainable development since the mediated effect is significant (β = 0.60, p ≤ 0.01). These findings underline the strategic importance of digital innovation in increasing the impact of entrepreneurship on sustainability and offer lessons that university leaders and policymakers can use to integrate entrepreneurship and digital innovation into institutional strategies relevant to accomplishing sustainable development goals.

This study investigates the mediating and moderating roles of data analytics and business intelligence in the relationship between e-HRM practices and job satisfaction in Jordanian SMEs. The data were obtained from a survey of 368 employees through questionnaires; the data were analyzed via SPSS and PROCESS Macro v3.5. The results show that e-HRM practices, such as e-recruiting, e-training, e-compensation, and e-performance, have a high and significant positive impact on job satisfaction (R² = 0.93, F = 1221.14, β = 0.613, p = 0.01). More precisely, concerning the dimensions of e-HRM, both e-training (β = 0.356, p < 0.001) and e-performance (β = 0.072, p = 0.02) were positively related to job satisfaction, while e-compensation had no statistical effect. Data analytics mediated this relationship positively by increasing its impact by 0.33 and contributing to an R² of 0.875 (p < 0.01). Furthermore, data analytics had a direct influence on job satisfaction (R² = 0.48, F = 333.93, β = 0.691, p < 0.001). Business intelligence moderated e-HRM-job satisfaction relationships through the amplification of its effect by 0.40 and had an indirect R² of 0.875 (p < 0.01). These results have presented the critical roles that data analytics and business intelligence play in the optimization of HR practices and employee satisfaction. The study has shown the need for Jordanian SMEs to adopt these technologies to enhance their HR capabilities and workforce engagement.

Type of the article: Research Article

Abstract
In the face of growing competition, it has become important to understand the role of data-driven strategic orientation in customer value creation. This study aims to examine the impact of data-driven strategic orientation on customer value creation and to test the mediating role of digital marketing transformation within the Jordanian telecommunications sector, focusing on Zain, Umniah, and Orange. This study was conducted among a sample of 423 managerial employees using an electronic questionnaire. Data were collected in July and August 2025. SPSS was used as a tool to analyze the data. The findings of the study reveal that data-driven strategic orientation has a significant and direct impact on customer value creation (β = 0.280, p < 0.05). Besides, data-driven strategic orientation has a significant impact on digital marketing transformation (β = 0.571, p < 0.001). Furthermore, digital marketing transformation has a significant impact on customer value creation (β = 0.446, p < 0.001). Besides, the findings of the study reveal that digital marketing transformation has a partial mediating impact between data-driven strategic orientation and customer value creation (β = 0.255, p < 0.001). These results indicate that data-driven strategic orientation strengthens digital marketing transformation, thereby enhancing customer value creation.