This study aims to elucidate the impact of marketing investment dimensions (MTS, MTOE, ROMI) on profitability indicators (ROA, ROE, GPM, OPM) and sustainable growth indicators (SGR, ARG) for service companies. The study population consisted of 135 service companies listed on the Amman Stock Exchange. A purposive sample of 55 companies was selected from this population. Financial reports and statements from 2018–2022 for these companies were analyzed to achieve the study objectives, employing appropriate statistical methods like multiple regression to test hypotheses. Previous literature shows conflicting results regarding the relationship between marketing investment dimensions and profitability/sustainable growth. Some studies found positive impacts, while others did not. This study contributes to this debate by providing statistical evidence. The results show that higher MTS, MTOE, and ROMI have a positive impact on SGR, OPM and ROA but a negative impact on GPM, ARG, and ROE. This underscores that marketing investments should be viewed in conjunction with overall operating expenses. Companies that control other expenses and increase the marketing investment proportion of total operating expenses may achieve better financial performance. Marketing investment metrics can serve as useful diagnostics and measures of effectiveness for improving marketing profitability, financial performance, and growth. In summary, this study statistically demonstrates the nuanced impacts of marketing investments on service company profitability and sustainable growth indicators. The results emphasize analyzing marketing spends in context of broader expenses and overall company financial health.

High-quality implementation of cross-border mergers and acquisitions (cross-border M&As) is an important pathway for emerging-market multinational enterprises (EMNEs) to enhance their international competitiveness. However, in comparison to developed countries, cross-border M&As by EMNEs are often prohibited by the liability of origin caused by negative political coverage. How and why negative political coverage affect the completion of cross-border M&As by EMNEs? What are the contextual constraints that moderate the impact of negative political coverage on cross-border M&As completion? Based on the “liability of origin” theory, this paper addresses these questions using data from the Zephyr database on cross-border M&As by EMNEs in the United States from 2016 to June 2021 and employing a logit model for estimation. The research findings are as follows: (1) Negative political coverage leads to negative perceptions of emerging market countries by host country stakeholders, creating the liability of origin and stigmatizing the corporate nationality, thereby reducing the success rate of cross-border M&As by EMNEs. (2) Increasing geographical distance leads to information asymmetry, reinforcing the negative impact of negative political coverage on the completion of cross-border M&As by EMNEs. (3) Relevant mergers and acquisitions exacerbate the negative effect of negative political coverage on the success rate of cross-border M&As by EMNEs. (4) Being a publicly traded firm and having successful experience in cross-border M&As both intensify the negative impact of negative political coverage on the success rate of cross-border M&As by EMNEs.

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.

The study aims to identify the effectiveness of social responsibility programs. More specifically, it seeks to identify the extent to which health institutions use social responsibility programs and to clarify the extent to which social responsibility programs succeed in achieving the goals of health institutions. The study sought to provide answers to the following questions: To what extent do health institutions use social responsibility programs? To what extent have social responsibility programs succeeded in achieving the goals of health institutions? The study used the descriptive analytical method, relying on the survey method. The study concluded with many results, the most important of which were the following: the effectiveness of social responsibility programs in marketing health services at the educational and age levels and the role of social media in marketing health services. The study recommended the necessity of providing an awareness dimension to marketing health services, with increasing training opportunities for workers in public relations departments in hospitals and health institutions to market health services, in addition to the necessity of conducting relevant research, studies, and surveys. Identify the activities that will help those working in the public relations department in health facilities with regard to identifying basic and influential needs and activities in directing successful health campaigns.