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.

Using generative artificial intelligence systems in the classroom for law case analysis teaching can enhance the efficiency and accuracy of knowledge delivery. They can create interactive learning environments that are appropriate, immersive, integrated, and evocative, guiding students to conduct case analysis from interdisciplinary and cross-cultural perspectives. This teaching method not only increases students’ interest and participation in learning but also helps cultivate their interdisciplinary thinking and global vision. However, the application of generative artificial intelligence systems in legal education also faces some challenges and issues. If students excessively rely on these systems, their ability to think independently, make judgments, and innovate may be weakened, leading to over-trust in machines and reinforcement of value biases. To address these challenges and issues, legal education should focus more on cultivating students’ questioning skills, self-analysis abilities, critical thinking, basic legal literacy, digital skills, and humanistic spirit. This will enable students to respond to the challenges brought by generative artificial intelligence and ensure their comprehensive development in the new era.

This paper uses quantitative research methods to explore the differences in the impact of virtual influencers on different consumer groups in the context of technological integration and innovation. The study uses DBSCAN (Density-Based Spatial Clustering of Applications with Noise) clustering technology to segment consumers and combines social media behavior analysis with purchase records to collect data to identify differences in consumer behavior under the influence of virtual influencers. Consumers' emotional resonance and brand awareness information about virtual influencers are extracted through sentiment analysis technology. The study finds that there are significant differences in the influence of virtual influencers on different consumer groups, especially in high-potential purchase groups, where the influence of virtual influencers is strong but short-lived. This paper further explores the deep integration of virtual influencer technology with new generation information technologies such as 5G and artificial intelligence, and emphasizes the importance of such technological integration in enhancing the endogenous and empowering capabilities of virtual influencers. The research results show that technological integration and innovation can not only promote the development of virtual influencers, but also provide new technical support for infrastructure construction, especially in the fields of smart cities and industrial production. This paper provides a new theoretical perspective for the market application of virtual influencers and provides practical support for the application of virtual technology in infrastructure construction.

This study uses dynamic capability theory and a resource-based view to examine whether intellectual capital (human, relational, and structural capital) mediates entrepreneurial leadership and innovation success. Drawing on data from 422 senior-level employees working in Peruvian I.T. companies, the proposed relationships were analyzed using SmartPLS 4. Entrepreneurial leadership was found to foster employees’ innovative performance through the mediating role of human capital, relational capital, and structural capital. Practically, businesses often rely on innovation for survival and growth, so they should consider entrepreneurial leadership to create intellectual capital (human capital, relational capital and structural capital) for innovation performance. Businesses should provide entrepreneurial training that emphasizes role modeling intellectual capital and encourages employees to recognize and pursue entrepreneurial opportunities. With significantly limited research, the study contributes by investigating the interrelationship of entrepreneurial leadership, intellectual capital, and innovation performance. The study contributes to the Resource Based View and Dynamic Capability Theory by demonstrating how entrepreneurial leadership contributes to innovation performance through human capital, relational capital, and structural capital.

Functions are the core of algebra, and the teaching of function concepts is also the main task of high school mathematics Students' learning of functions and their concepts shifts from understanding specific quantitative relationships to understanding abstract quantitative relationships The monotonicity of functions, as the property of the first function that students learn in high school, lays a certain foundation for learning function related knowledge in the future.