In today’s fast-paced digital world, generative AI, especially OpenAI’s ChatGPT, has become a game-changing technology with significant effects on education. This study examines public sentiment and discourse surrounding ChatGPT’s role in higher education, as reflected on social media platform X (formerly Twitter). Employing a mixed-methods approach, we conducted a thematic analysis using Leximancer and Voyant Tools and sentiment analysis with SentiStrength on a dataset of 18,763 tweets, subsequently narrowed to 5655 through cleaning and preprocessing. Our findings identified five primary themes: Authenticity, Integrity, Creativity, Productivity, and Research. The sentiment analysis revealed that 46.6% of the tweets expressed positive sentiment, 38.5% were neutral, and 14.8% were negative. The results highlight a general openness to integrating AI in educational contexts, tempered by concerns about academic integrity and ethical considerations. This study underscores the need for ongoing dialogue and ethical frameworks to responsibly navigate AI’s incorporation into education. The insights gained provide a foundation for future research and policy-making, aiming to enhance learning outcomes while safeguarding academic values. Limitations include the focus on English-language tweets, suggesting future research should encompass a broader linguistic and platform scope to capture diverse global perspectives.

Purpose: This study empirically investigates the effect of big data analytics (BDA) on project success (PS). Additionally, in this study, the investigation includes an examination of how intellectual capital (IC) and (KS) act as mediators in the correlation between BDA and KS. Lastly, a connection between entrepreneurial leadership (EL) and BDA is also explored. Design/Methodology- Using a sample of 422 senior-level employees from the IT sector in Peru. The partial least squares structural equation modeling technique tested the hypothesized relationships. Findings- According to the findings, the relationship between BDA and PS is mediated by structural capital (SC) and relational capital (RC), and BDA demonstrates a positive and noteworthy correlation with PS. Furthermore, EL is positively associated with BDA in a significant manner. Practical implications- The finding of this study reinforce the corporate experience of BDA and suggest how senior levels of the IT sector can promote SC, RC, and EL. Originality/Value- This study is one of the first to consider big data analytics as an important antecedent of project success. With little or no research on the interrelationship of big data analytics, intellectual capital and knowledge sharing the study contributes by investigating the mediating role of intellectual capital and knowledge sharing on the relationship between big data analytics and project success.

This study investigates the significance of data analytics in digital marketing for sustainable business growth. Data analytics has become an indispensable instrument in the world of digital marketing, offering organisations the means to achieve sustainable growth while minimising their environmental impact. We gathered data from 273 marketing and business consultants, chosen for their expertise in digital channels and data analytics, using a survey research design. The questionnaire, which was validated through expert review and pilot testing, assessed the relationship between data analytics utilization and its impact on competitive advantage and business optimization. We conducted statistical analyses, including descriptive and inferential statistics, using SPSS version 25.0. Findings reveal a significant correlation between data analytics adoption in digital marketing and sustainable business competitive advantage, as well as a notable impact on business optimization. Recommendations emphasise the strategic importance of customer segmentation and predictive analytics in leveraging data analytics for targeted marketing campaigns and proactive adjustments to market trends. This study underscores the indispensability of data analytics in the evolving digital marketing landscape, offering actionable insights for businesses seeking sustainable growth and competitive advantage.