The increasing use of social media has played a prominent role in shaping opinions and forming attitudes, especially among university students. They use them increasingly to transfer information, exchange data, and disseminate topics among students and all members of society. Therefore, this study aims to examine these networks and their role in public life, especially in shaping public opinion among university students. The study adopted a descriptive survey approach to achieve its objectives. The study was conducted on a sample of undergraduate students from four Jordanian universities, totaling 832 participants selected through purposive sampling and using the equal distribution method according to variables (gender, university, specialization). The study relied on a questionnaire as a method of data collection and filling out the data from the respondents in the questionnaire. The study found that social media plays a significant role in shaping opinions, beliefs, and ideas, and that its role is unparalleled. Also, the study showed that social media had a significant impact on shaping public opinion in Jordan among university students who use social media extensively and exchange opinions, ideas, and information, contributing to shaping a series of opinions among young people and contributing to their adoption of new ideas or changing their old ones through the dialogue facilitated by these networks, as users exchange and adopt ideas, contributing to shaping a public opinion on an issue. These findings underscore the importance of understanding and leveraging social media and online platforms to effectively communicate with and engage students.

The research aims to explore the role of Electronic Human Resources Management on employee performance through employee engagement. The present research’s population included all Jordanian Service and Public Administration Commission employees. The data was collection through a questionnaire that was administered for the study Population. 262 questionnaires collected from employees working in Service and Public Administration Commission in Jordan valid for statistics. The analysis of the data was undertaken through the use of SEM (structural equation modelling). The results showed that E-HRM has a direct impact on employee performance and employee engagement. Consequently, the indication from the results was that a significant role in mediation within the effect that E-HRM had upon employee performance been played by employee engagement. The conclusion reached was that transformation of the public sector through implementation of technological HRM methods fosters employee engagement, with that being a key driver for the alignment of employee behaviors for the achievement of high levels of employee performance.

Objectives: This research aimed to empirically examine the transformative impacts of Artificial Intelligence (AI) adoption on financial reporting quality in Jordanian banking, with internal controls as a hypothesized mediation mechanism. Methodology: Quantitative survey data was collected from 130 bank personnel. Multi-item reflective measures assessed AI adoption, internal controls, and financial reporting quality—structural equation modelling analysis relationships between constructs. Findings: The research tested four hypotheses grounded in agency and contingency theories. Confirmatory factor analysis demonstrated sound measurement models. Structural equation modelling revealed that AI adoption significantly transformed financial reporting quality. The mediating effect of internal controls on the AI-quality relationship was supported. Specifically, the path from AI adoption to quality was significant, indicating a positive impact. Despite internal controls strongly predicting quality, its mediating effect significantly shaped the degree of transformation driven by AI adoption. The indirect effect of AI on quality through internal controls was also significant. Findings imply a growing diffusion of AI applications in core financial reporting systems. Practical implications: Increasing AI applications focus on holistically transforming systems, reflecting committing adoption. Jordanian banks selectively leverage controls to moderate AI-induced transformations. Originality/value: This study provides essential real-world insights into how AI is adopted and impacts the Jordanian banking sector, a key player in a fast-evolving developing economy. By examining the role of internal controls, it deepens our understanding of how AI works in practice and offers practical advice for integrating technology effectively and improving information quality. Its mixed methods, unique context, and focus on AI’s impact on organizations significantly enrich academic literature. Recommendations: Banks should invest in integrated AI architectures, strategically strengthen critical controls to steer transformations, and incrementally translate AI innovations into core processes.

This study explores how Jordanian telecom companies can balance Internet of Things (IoT) driven automation with maintaining genuine consumer-brand connections. It seeks strategies that blend IoT automation with personalized engagement to foster lasting consumer loyalty. Employing qualitative research via semi-structured interviews with IT and customer service managers from Jordanian telecom companies. IoT-driven automation in Jordan’s telecom sector revolutionizes consumer-brand relationships by enabling data-driven personalization. It emphasizes the importance of IoT proficiency, transformed marketing strategies, and the need to balance personalization with consumer privacy. Interviews stress the significance of maintaining authentic human connections amidst automation. Strategies for Jordanian telecom firms include integrating IoT data into CRM systems, employing omnichannel marketing, balancing automation with human interaction, adopting a consumer-centric approach, mitigating security risks, and leveraging IoT insights for adaptive services. These approaches prioritize consumer trust, personalized engagement, and agile service adaptation to meet dynamic consumer preferences. This research provides actionable strategies for telecom firms on effective IoT integration, emphasizing the need to maintain genuine consumer relationships alongside technological advancements. It highlights IoT’s transformative potential while ensuring lasting consumer loyalty and business success. Future research avenues could explore longitudinal studies and the interplay between AI and IoT in telecom services.

Eco-friendly digital marketing strategies are crucial for Jordanian companies that want to meet environmental standards. This covers eco-friendly pricing, goods, and online cooperation. In contrast, customer concern and action are not connected, requiring true green marketing tactics. Jordan’s “Go Green” programme and the EU-EBRD’s Green Financing Facility show that sustainability boosts digital marketing. Eco-friendly branding goes beyond sustainable goods and strategic collaborations to support green causes. Consumer awareness is rising globally, especially in Asia-Pacific. Eco-friendly methods are being used to improve sustainability, employee wellbeing, and operational effectiveness. Email, social media, content, influencers, and SEO are effective digital marketing methods that increase customer involvement and reduce environmental impact. The environmental efforts of Patagonia, IKEA, Tesla, and Google are notable in Jordan. Jordanian economic modernization relies on sectoral strategies that integrate sustainability and diversity. The government is making headway in green projects, notably in energy, to meet Agenda 2030 and the Sustainable Development Goals. Environmentally responsible firms use content development, social media, and influencer marketing to create real stories and engage communities. Content marketing requires understanding the target audience, creating instructional resources, and effective distribution. Influencer marketing boosts brand awareness and engagement. Jordan suffers from resource limitations and the need for ongoing education, yet urbanisation and cultural growth are promising. Investments and government projects in green initiatives are enabling this change. Jordanians are increasingly buying eco-friendly items, which affects brand loyalty. Eco-friendly branding boosts customer views and brand awareness in Jordan, emphasising the significance of environmental responsibility in business.