This study investigates the impact of the metaverse on English language teaching, focusing on the perspectives of students from the University of Boyacá. The use of the metaverse was compared with the Moodle platform in a virtual educational environment. A mixed-method approach combining quantitative and qualitative methods was employed. The sample consisted of 30 university students enrolled in English courses, randomly assigned to two groups: one using the metaverse and the other using Moodle. Students’ grades on different activities and assessments throughout the course were collected, and semi-structured interviews were conducted to explore students’ perceptions of the educational platforms. Results revealed that while students recognize the potential of the metaverse to enhance interactivity and learning experience, they also identified technical and accessibility challenges. Although no significant differences in grades were found between the groups, less variability in grades was observed in the metaverse group. The mixed design allowed for a more comprehensive understanding of the impact of the metaverse on English language teaching, while providing a variety of student perspectives on their experience with educational technology. This research contributes to understanding the role of the metaverse in English language teaching and highlights key areas for future research and developments in the field of virtual education.

In today’s rapidly evolving world, the integration of artificial intelligence (AI) technologies has become paramount, offering unparalleled value propositions and unparalleled consumer experiences. This study delves into the transformative impact of five AI activities on brand experience and consumer-based brand equity within the retail banking landscape of Lebanon. Employing a quantitative deductive approach and a sample of 211 respondents, the research employs structural equation modeling to analyze the data. The findings underscore the significant influence of four AI marketing activities on brand experience, revealing that factors such as information, accessibility, and customization play pivotal roles, while interaction has a less pronounced effect. Importantly, the study unveils that brand experience acts as a partial mediator between AI marketing activities and consumer-based brand equity. These revelations not only illuminate pathways for retail banks in Lebanon to refine their AI strategies but also underscore the importance of leveraging AI-driven marketing initiatives to bolster customer equity, acquisition, and retention efforts in an increasingly competitive market age.

This paper delves into the analysis of the physical flow patterns of users and its subsequent influence on their purchasing behavior. The research methodology encompassed surveying a substantial sample size of 400 users actively engaged with travel applications. The gathered data underwent meticulous analysis employing a combination of descriptive statistics and structural equation modeling techniques. The findings from this study have unveiled noteworthy insights into user behavior within travel applications. It is evident that the inclination to engage with the system has a substantial and positive impact on users’ purchase intentions. Moreover, the motivation behind users’ system usage has a direct bearing on their purchase intentions, primarily mediated by the enjoyment derived from the overall experience. This research underscores the pivotal role played by travel applications in the contemporary travel industry landscape. As travelers increasingly rely on digital platforms to plan their trips and make informed choices, understanding the intricate dynamics of user engagement, motivation, and subsequent purchasing decisions within these applications is paramount. This deeper comprehension not only sheds light on consumer behavior but also empowers businesses to tailor their offerings and enhance user experiences, thereby solidifying the indispensable position of travel applications in the ever-evolving travel sector.

In the perspective of this article, the intercultural influences are viewed through the lens of educational benefits likely to be acquired by students following international socio-educational exchange programs. A model analysis is proposed based on these benefits on students majoring in economic areas, and it has been based on the perspective of influences through education and interaction with different cultures as compared to those of which the individual belongs to, respectively social influence. The research carried out was based on the observations made throughout a five-year period, between 2013 and 2018, regarding the evolution of students participating in the Erasmus programs. The analysis of the international socio-educational experience of people who studied abroad at a foreign university for a certain period of time was the starting point to design a research methodology so that the proposed topic could be investigated by collecting, structuring and analysing qualitative data, considering the fact that qualitative data will allow the discovery of associations of features, respectively of the benefits of personal experiences, which can only be analysed and perceived through the lens of points of view of those who experienced them. The qualitative research included the analysis of students in economics majors participating in the Erasmus program during the academic year 2018–2019 at a small university. The interview technique was used and the processing and interpretation of the data was carried out using software specific to qualitative research. The analysis carried out focused on the identification of complex connections underlying in the answers received from the respondents, answers that allowed the outlining of conceptual maps related to the research objectives. The purpose of the analysis was to underline the intercultural influences as perceived throughout four processes: individual internalization, socialization, individualization and humanization. These influences are revealed by the outcome of the research, that is the five conceptual maps that have resulted. These conceptual maps represent a starting point for future similar researches.

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.

The growing attention paid to industrial tourism can be seen as one of the major trends in cultural tourism and marketing and has given currency to the proposition that customer experience of industrial tourism acts as a direct personal source of information about their perceptions of companies visited and is essential for customer relationship management of companies. This study applies the service theater theory and proposes a model to explore the structural relationships among theatrical elements of industrial tourism (including setting, performance, and actor), the dimensions of customer experience (enjoyment, learning, and escape), and customers’ behavior intentions. A survey of 500 industrial tourists in a transparent factory in the health food industry was conducted in Zhuhai, Guangdong, China. The results of structural equation modeling indicate that two theatrical factors (setting and performance) relate positively to all dimensions of customer experiences. In contrast, the theatrical factor “actor” only relates positively to the learning experience. Furthermore, all dimensions of customer experience, in turn, positively affect customers’ behavioral intentions. This study will be helpful for corporate managers and tourism organizers who aim to develop and implement marketing strategies based on the service theatre theory to improve their services.