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.

The competition for financial support among non-profit organizations (NPOs) has been intense for quite some time. It is crucial for these organizations to boost their competitive edge by gaining a deep understanding of donor behavior and fostering ongoing interactions with them. In today’s world, where convenience and efficiency are highly valued, factors such as the timing and location of donations can deter potential donors from contributing. Rigid and inconvenient donation methods can also hinder the donation process. As a result, this study aims to explore the role of convenience within the donation process, specifically investigating whether the convenience of online donation platforms provided by non-profit organizations significantly influences donors’ propensity to make contributions. This research differentiates the range of services offered by non-profit organizations and employs a questionnaire survey to examine the websites of the NPOs. A total of 466 valid responses were gathered. The empirical findings indicate that donors prioritize simplicity and speed in the online donation process. Additionally, donors prefer websites where they can easily locate necessary information and various details about the donation process, with relevant links that minimize time waste and complexity in navigating the website. The study also reveals that the convenience factor significantly influences donation behavior. Based on these insights, the study offers recommendations for non-profit organizations on how to provide donor-centric services by focusing on the aspects of convenience that donors value most in the donation process.

Leadership is one of the important factors that ensured organizational achievement. Servant leadership offers a unique point of view on leadership which developed around the idea of service to subordinates. The implementation of servant leadership can lead to various positive outcomes, including increased engagement, organizational citizenship behavior, and improved performance. However, engagement and organizational citizenship behavior can serve as mediators to enhance organizational performance even further. The present study aimed to explore a prediction model of servant leadership using mediating variables such as employee engagement and organizational citizenship behavior, with employee performance as the outcome. The sampling method used was purposive sampling. This study used a structural equation model analysis approach to determine the predicted model of servant leadership. The research showed that the role of mediating variables indicated that employee engagement and organizational citizenship behavior had a positive effect in mediating the relationship between servant leadership and employee performance. The study indicated that applying servant leadership, with employee engagement, and organizational citizenship behavior as mediating variables would have an impact on better results of employee performance.

In recent times, there has been a surge of interest in the transformative potential of artificial intelligence (AI), particularly within the realm of online advertising. This research focuses on the critical examination of AI’s role in enhancing customer experience (CX) across diverse business applications. The aim is to identify key themes, assess the impact of AI-powered CX initiatives, and highlight directions for future research. Employing a systematic and comprehensive approach, the study analyzes academic publications, industry reports, and case studies to extract theoretical frameworks, empirical findings, and practical insights. The findings underscore a significant transformation catalyzed by AI integration into Customer Relationship Management (CRM). AI enables personalized interactions, fortifies customer engagement through interactive agents, provides data-driven insights, and empowers informed decision-making throughout the customer journey. Four central themes emerge: personalized service, enhanced engagement, data-driven strategy, and intelligent decision-making. However, challenges such as data privacy concerns, ethical considerations, and potential negative experiences with poorly implemented AI persist. This article contributes significantly to the discourse on AI in CRM by synthesizing the current state, exploring key themes, and suggesting research avenues. It advocates for responsible AI implementation, emphasizing ethical considerations and guiding organizations in navigating opportunities and challenges.

This paper aims to research the impact of psychological contract fulfilment on employee innovative work behaviour, and the mediating role of work engagement and the moderating role of social support. A quantitative analysis was adopted to address in research. Two-wave data were collected from 332 respondents working in China. Hierarchical regression analyses were conducted to assess the proposed hypotheses. Results revealed that psychological contract fulfilment positively impacted innovative work behaviour. In addition, engagement partially mediated the relationship between psychological contract fulfilment and innovative work behaviour. Furthermore, the findings suggest that social support moderates the relationship between work engagement and innovative work behaviour, and, in turn, moderates the indirect effect of psychological contract fulfilment on innovative work behaviour through work engagement. This research extends the generalizability of findings in the psychological contract literature. The results bear significant implications for the management of employees’ innovative work behaviour.

This systematic literature review (SLR) delves into the realm of Artificial Intelligence (AI)-powered virtual influencers (VIs) in social media, examining trust factors, engagement strategies, VI efficacy compared to human influencers, ethical considerations, and future trends. Analyzing 60 academic articles from 2012 to 2024, drawn from reputable databases, the study applies specific inclusion and exclusion criteria. Both automated and manual searches ensure a comprehensive review. Findings reveal a surge in VI research post-2012, primarily in journals, with quantitative methods prevailing. Geographically, research focuses on Europe, Asia Pacific, and North America, indicating gaps in representation from other regions. Key themes highlight trust and engagement’s critical role in VI marketing, navigating the balance between consistency and authenticity. Challenges persist regarding artificiality and accountability, managed through brand alignment and transparent communication. VIs offers advantages, including control and cost efficiencies, yet grapple with authenticity issues, addressed through human-like features. Ethically, VI emergence demands stringent guidelines and industry cooperation to safeguard consumer well-being. Looking ahead, VIs promises transformative storytelling, necessitating vigilance in ethical considerations. This study advocates for continued scholarly inquiry and industry reflection to navigate VI marketing evolution responsibly, shaping the future influencer marketing landscape.