This study looked at how adding augmented reality (AR) to Jordanian fast-food apps during the pandemic impacts brand identity, consumer views, and interactions. It wanted to see if AR strengthens brand connections or leads to brand dilution concerns in the industry. The research utilized a qualitative approach, employing semi-structured interviews with 52 marketing managers from diverse fast-food establishments across Jordan. The study highlighted how mobile apps, especially AR, changed brand interactions in Jordan’s fast-food market. They boosted convenience and engagement but raised worries about food quality and brand dilution due to heavy app use. It stressed the need to balance tech innovation, preserve brand identity, offer personalized experiences, understand user behavior, and tackle app development challenges for better brand loyalty. The research offers practical implications for stakeholders, recommending strategic AR integration, a user-centric approach, cultural sensitivity in tech adoption, and the preservation of emotional connections. It emphasizes the significance of maintaining a delicate balance between leveraging technological advancements and safeguarding the distinctiveness of individual brand identities within an increasingly app-centric landscape. This study uncovers AR’s influence in Jordan’s fast-food scene, highlighting its transformative power and possible drawbacks. It offers practical advice for industry players, guiding them on how to navigate the digital shift without compromising brand integrity or customer connections.

This study considers the role of leadership within the hospitality sector as a key tool in raising performance levels. Hospitality is unique in its service-based approach, which relies on employees to ensure effective service. Post-COVID-19 and Brexit, the hospitality sector has seen a shift in reliance towards a home workforce, and as such, retention has become an area of greater importance. This case study investigation adopted a qualitative approach to consider the perceptions of six managers within a UK-based luxury hotel. Semi-structured interviews were used to draw out their experience of approaches used to ensure effective delivery in their areas of responsibility. The research concludes that a shift in leadership approach (from autocratic to democratic) is a necessity to retain staff, particularly as the shift to a greater reliance on a home workforce due to COVID-19 and Brexit starts to impact the sector. There does, however, remain a need to be more autocratic in certain situations to ensure the quality of service. Subsequently, communication becomes critical in the building of relationships. The research considers leadership approaches from a managerial perspective and is based on individual perceptions. Traditionally, research has been conducted from an employee perspective.

Purpose: This paper articulates a model that maximizes the use of e-HRM to achieve sustainable competitive advantage. It examines the indirect effects of e-HRM use on sustainable competitive advantage, through job satisfaction, employee performance, and perceived organizational politics. Design/methodology/approach: A survey approach was used to collect data from 30 organizations. A purposive sampling technique was used to select the study sample. The SPSS PROCESS Macro for running mediation analysis was used to analyze data. Findings: The findings show the indirect effect of e-HRM on sustainable competitive advantage through job satisfaction, employee performance, and perceived organizational politics. Job satisfaction has the biggest effect on achieving strategic outcomes. For organizational excellence, e-HRM use should complement other HRM practices. Practical implications: Management should pay attention to employee outcomes during the implementation of e-HRM. This study broadens the scope of the interaction between e-HRM use and sustainable competitive advantage. This study was conducted in a developing economy and demonstrated that the effects of e-HRM use on sustainable competitive advantage are not limited to developed economies. Originality/value: This study is one of the pioneering efforts to develop a model that maximizes organizational outcomes in developing countries. In addition, this study contributes to the understanding of intervening variables necessary to enhance information technology’s potential within the HR function.

Curriculum ideological and political education is the concretization of cultivating morality and cultivating people. Integrating curriculum ideological and political education into college English teaching is an inevitable trend, and it is of great significance in helping college students establish correct ideological concepts and improve their personality. However, due to the current lack of awareness among college students about the integration of ideological and political education into college English teaching, it is necessary for teachers to fully explore the ideological and political elements in college English, continuously optimize English teaching models, and promote the comprehensive development of college students. Based on this, this article conducts research and analysis on college students' awareness of integrating ideological and political education into college English teaching, in order to provide valuable reference opinions for educators and cultivate more and more outstanding talents for society.