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 study aims to have a more diversified view of the online visibility through attempting to evaluate the effectiveness of various SEO strategies in placing on website in search engine result. This research involves 400 respondents where it checks how keywords as one of the SEO strategies affect website ranking as well as technical SEO and off-page strategies. The appropriateness of the relevant keyword, as the result shows, there is a significant connection with the website ranking, closely trailing the importance of technical SEO in positioning the website on the first page, exerting a pronounced impact. While off-page strategies are the third most dazzling one: a significant degree of its residence/impact on website ranking. This research is a significant contribution to the field of digital marketing and its literature as it delivers an in-depth understanding on the major factors that affects online visibility and website ranking.

This study examines the crucial role of digital marketing in promoting sustainable tourism in the villages of Bali. It adopts a mixed methods approach, using qualitative and quantitative data collection and analysis. The qualitative data were obtained from semi-structured interviews with management teams who have experience in implementing digital marketing strategies for village tourism. The interviewees were selected using a purposive sampling technique. The quantitative data were gathered from questionnaires distributed to domestic tourists who visited the villages. The questionnaires measured the tourists’ perceptions of digital marketing as a tool for village tourism marketing. The study found that digital marketing plays a vital role in promoting tourism villages, as most tourists learned about the villages through online media. The study also identified five dimensions of digital marketing, namely website media, social media, search engines, email marketing, and online advertising, which have potential effects on the sustainability of tourism villages. The study conducted statistical tests to examine the effects of 20 indicators of digital marketing on village tourism marketing. The results showed that 16 indicators had a significant positive effect, while four indicators had no effect. These findings suggest that digital marketing is an effective way to market tourism villages and enhance their sustainability.

Firms, recognizing their Corporate Social Responsibility (CSR), are becoming catalysts for societal change by integrating Environmental, Social and Governance (ESG) criteria into their activities. The fashion industry exemplifies this effort, with an increasing number of companies embracing sustainability and ethical practices. In this context, our purpose is to provide a clear and comprehensive picture of the link between sustainability and business performance in the fashion industry. This work presents a Multivariate Regression Analysis, scrutinizing both external perspectives through stock prices and internal perspectives via profitability indices. Our aim is to discern the intricate relationship between sustainability practices and financial performance within the fashion industry, aligning ESG criteria with long-term economic success. Our regression analysis reveals a significant positive correlation between ESG scores and stock prices, indicating investor recognition of ESG performance as a crucial investment criterion. However, when focusing internally on profitability, the ESG score does not exhibit statistical significance, suggesting a yet-to-be-established connection between ESG policies and corporate profitability. This study underscores the evolving role of companies as sustainability promoters, emphasizing the crucial role of ESG performance in shaping investor perceptions. Nevertheless, it also highlights the need for further exploration into the intricate relationship between sustainable policies and corporate profitability. As businesses increasingly embrace sustainability, in fact, it could become paramount for informed decision-making and fostering ethical societal and environmental progress.

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 quantitative study explores the influence of organizational culture on the turnover intentions of millennial employees within multinational corporations (MNCs) in Penang, Malaysia. As millennials increasingly comprise a substantial portion of the workforce, their turnover rates have significant implications for organizational efficacy. The research examined the relationship between key elements of organizational culture—namely employee empowerment, work-life balance, and reward systems—and millennials’ decisions to stay with or leave their employers. Data were gathered through a questionnaire distributed to 183 millennial employees in the Penang MNC sector, employing a random sampling approach and utilizing Google Forms for submission. The survey instruments were based on established scales from prior research to ensure robustness and relevance. The findings indicate that all the studied variables significantly affect turnover intentions, with employee empowerment emerging as the strongest predictor, followed by work-life balance, and then reward systems. These results underscore the critical role of organizational culture in shaping millennial turnover intentions. The study’s insights can guide MNCs in Penang to implement strategic initiatives aimed at fostering a positive work environment that emphasizes empowerment, balance, and appropriate rewards, thereby enhancing employee retention within this pivotal demographic. While this study provides detailed insights specific to the Malaysian context, its findings may serve as a preliminary reference point for MNCs in similar regional contexts, suggesting further research to explore the applicability of these insights globally.

This study explores the potential of digital preservation in the documentation of colonial cultural heritage in Egypt. It also explores the stories behind historical wars to revive these sites and attract different segments of visitors. Documentation of these sites should enhance Egyptian colonial cultural heritage sites, which include battlefields, war memorials, commanders’ palaces, assassination and murder spots, cemeteries, and mausoleums. The purpose of this study was fulfilled through field visits supplemented with in-depth interviews with experts on colonial heritage sites in Egypt. The findings showed that technology could play a key role in implementing the storytelling documentation and interpretation of colonial history and its relevant events at the Egyptian sites. However, to date, these sites have not made the best use of technology for digital preservation and documentation due to many challenges. The study recommends that decision-makers should integrate technological innovation, which can revitalize the communities built on the ruins of colonialism and revive the heritage of popular resistance. Technological innovation could be implemented not only in digital preservation and documentation but also in service and marketing of these colonial heritage sites.

In this regard the key factor determining the success of the mining industry is the cost of electricity. By understanding the risks associated with crypto mining industry. The method is based on systemic literature review and bibliometric analysis exploring keyword “bitcoin mining”. This review paper studies 50 papers for the period of 2019–2023. The results propose recommendations for crypto miners. Currently, the results confirm that bitcoin mainly depends on the consumption of inexpensive electricity. Consequently, the bitcoin network predominantly uses energy in regions where it is abundant and cannot be stored or exported. Most miners rely on electricity generated from hydroelectric power plants, geysers and geothermal sources, which are not easy to transport or store. Bitcoin will continue to look for such cost-effective and underutilized energy sources, as mining in urban areas or industrial centers will remain financially unviable. If the price of bitcoin stabilizes and a sufficient number of miners enter the market, it is quite possible that in the near future we may witness a fivefold increase in their energy consumption.