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 study investigates the intricate relationship between awareness advertising and buying intention among Iraqi grocery shoppers, exploring the mediating role of consumer attitude. Employing a quantitative approach, the authors surveyed 300 shoppers. Using a random sampling technique. To ensure rigor and validity, the authors rigorously analyzed the relationships using partial least squares structural equation modelling (PLS-SEM) based on 288 valid responses. The findings reveal that awareness advertising significantly impacts buying intention, mediated by consumer attitude. These insights offer valuable management implications for product marketers. Sufficient brand awareness attracts consumer attention, shapes positive attitudes, and ultimately drives purchase decisions. This study further validates the theoretical model of consumer response by empirically establishing consumer attitude as a central intermediary between awareness advertising and buying intention within the Iraqi market context.

This study examines the intricate interplay between the digital environment and the evolving communication dynamics of Generation Z, specifically focusing on the impact of social media on familial bonds. The research objective is to explore the ways in which Generation Z’s social media consumption patterns shape their relationships and lives, providing insights into the intricate interplay between technology and human connections. Adopting Hirschi and Wellman’s theoretical framework, this investigation employs a survey method, utilizing a questionnaire to gather data from 384 Iranian Generation Z social media users. The findings reveal a significant and negative correlation between family bonds and social media usage, dependency on the platform, and support received from it. Excessive use diminishes interaction and intimacy, highlighting social media’s potential consequences for family relationships, which are crucial for individual and societal well-being. The study underscores the significance of balanced social media usage and encourages initiatives promoting face-to-face interactions, empathy, and responsible digital citizenship. The findings hold significant implications for academics and policymakers in developing strategies that promote responsible digital habits, foster healthy relationships, and contribute to digital citizenship advancement. This may involve regulatory initiatives, guidelines for social media platforms, and public awareness campaigns emphasizing the importance of balanced digital habits.

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.

Academic integrity has been at the centre of the discussion of the adoption of Chat GPT by academics in their research. This study explored how academic integrity mitigates the desire to use ChatGPT in academic tasks by EFL Pre-service teachers, in consideration of the time factor, perceived peer influence, academic self-effectiveness, and self-esteem. The study utilized web-based questionnaires to elicit data from 300 EFL Pre-service teachers across educational fields drawn from different schools across the world. Analysis was conducted using relevant statistical measures to test the projected four hypotheses. The findings provide evidence in support of Hypothesis 1, with a statistically significant path coefficient (β) of 0.442, a t-value of 3.728, and a p-value of 0.000. The hypothesis acceptance implies that when academic integrity improves, the impact of the time-saving aspect of the use of ChatGPT Across educational fields study decreases. This suggests that EFL Pre-service teachers who have a firm dedication to academic honesty are less influenced by the tempting appeal of ChatGPT’s time-saving features, highlighting the ethical factors that influence their decision-making. The data also provide support for Hypothesis 2, indicating a substantial inverse relationship with a path coefficient (β) of 0.369, a t-value of 5.629, and a p-value of 0.001. These findings indicate that stronger adherence to academic integrity is linked to a diminished effect of colleagues on the choice to use ChatGPT in Academic tasks. The results suggest that a firm dedication to academic honesty serves as a protective barrier against exogenous pressures or influences from colleagues when it comes to embracing cutting-edge technology. However, in general, these findings revealed there was a negative association between academically related factors (e.g., time factor, sense of peer pressure, language study self-confidence, and academic language competence), as well as an attitude toward adoption of ChatGPT and commitment towards academic integrity.

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.