Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect.
The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.
Innovative marketing approach in project management: A market orientation perspective.
Luisa Elena Mendoza Alvarado
The main objective of this paper is to develop an integrated conceptual framework to achieve consistency and synergy between project management and e-marketing activities within the market orientation that depends on the transaction, database, interactive and network marketing. The study solicited to apply this model in development or commercial projects conducted in Jordan. To extend this, the researcher interviewed people with experience who work in various projects such as educational projects or developing information technology systems, infrastructure projects, development projects, and others. The researcher was able to interview 34 experienced managers, and the interview form included a set of open questions related to the four dimensions of marketing orientation. The interview questions included covering how to integrate e-marketing activities into project management, it has directed in such a way as to highlight which marketing trends are most appropriate for the type of project and the duration of its implementation. The researcher identified most appropriate marketing trends for each project type and suggested which electronic marketing tools are most suitable for project managers and employees to adapt to communicate with individual clients or organizations, or even with other parties who have a direct or indirect relationship with the project such as stakeholders, suppliers and others. The implication for practitioners in the projects suggested, and recommendations for future research to generalize the proposed conceptual framework also presented.
The effects Of COVID-19 on restaurant industry: A perspective articl
This paper aims to discuss the impacts of COVID-19 on restaurant marketing and management practices and outlines a three-pronged research agenda to stimulate knowledge development in the restaurant sector. This paper is based on an overview of the relevant literature on social media in food advertising. The authors also investigated trends in hospitality services to suggest a research agenda. This paper presents a research agenda in three dimensions - Artificial Intelligence (AI) and digital media ads and the importance of social media ads during Covid 19. First, different types of artificial intelligence (mechanical, thinking and feeling) may open distinct research streams at the intersection of health crises and restaurants, in light of the COVID-19 pandemic. In addition, this paper recommends that researchers move beyond typical perspectives on precedents and the results of restaurant cleanliness and cleanliness to delve into. Moreover, to help restaurants recover from the COVID-19 pandemic. The proposed research streams are expected to provide actionable insights to promote development and sustainability in the restaurant sector. Authenticity / Value - This paper appears to be a frontier study, looking critically at the potential impacts of the COVID-19 pandemic, the impacts of COVID-19 on the restaurant industry and how restaurant owners can respond to such post-pandemic recovery challenges.
A framework for integration of artificial intelligence into digital marketing in Jordanian commercial banks.
This paper investigates the relationship between artificial intelligence (AI), and digital marketing in the Jordanian banking sector. It outlines the main implications of information gathering, data modelling, and processing & delivery, as well, the importance of human communication and ethical implications. Banks need a coherent foundation when employing AI. This paper provides a theoretical background for AI developers, policymakers and marketers in the banking sector, and academics. Despite the extensive employment of artificial intelligence in numerous global and local businesses, few studies addressed the use of AI in the Jordanian banking sector. As well, AI has rapidly changed digital marketing practices, particularly in the light of the Coronavirus (COVID_19) pandemic. Banks in Jordan are oblivious to the challenges they face when integrating AI into their digital marketing services. This paper derives a general framework for integrating AI techniques into digital marketing practices in Jordanian banks. Recommendations designed to assist banks in targeting their clients more efficiently also presented in this paper.
A framework for Tourism electronic marketing in Jordan.
Hasan Abu Alzeat
This study aimed to explore the impact of the electronic marketing mix on tourist attitudes towards tourism in Jordan. The paper conveyed interviews with tourists who had visited Jordan. The researcher used a set of questions to measure the attitudes of tourists towards tourism in Jordan, how the elements of e-marketing affect those attitudes. The researcher designed the interview using the method of the open-ended questions. A total of 48 tourists interviewed, their answers interpreted using the content analysis method. The results revealed that the elements of the marketing mix affect the attitudes to a large extent. The accuracy of the information, price, online payment, website, and personal preferences affect the trends of the tourists. The results revealed that the demographic variables do not represent any difference in these attitudes. The discussion presented and the recommendations introduced to decision-makers.