This research examines the proposition that enhancing sustainable innovation can be particularly effective when the focus is on strategy, machine learning, and digitalization. The study specifically targets the complex interactions among strategic alignment (SA), sustainability-oriented innovation (SOI), and digital transformation (DT) within small and medium-sized enterprises (SMEs) in Saudi Arabia, particularly within the service sector. A moderated mediation framework was constructed to analyze the influence of SA on SOI, the mediating role of DT, and the moderating effect of strategic orientation (SO). Data were collected through structured surveys from 339 SMEs using a quantitative research design and a cross-sectional methodology. The partial least squares structural equation modeling (PLS-SEM) technique was employed to validate the proposed framework and hypotheses. The results indicate that SA significantly boosts SOI, with DT acting as a strong mediator in this connection. Furthermore, SO moderates the relationships between SA and SOI, SA and DT, and DT and SOI, highlighting its essential role in shaping the dynamics of sustainable innovation. These findings emphasize the necessity of aligning strategic initiatives with digital advancements to foster innovation that achieves a balance among economic, social, and environmental objectives. This study contributes to existing literature by filling the research gap regarding SOI and DT in Saudi SMEs and offers practical insights for SMEs facing sustainability challenges. Future research should delve deeper into digital technology configurations, industry-specific contexts, and cross-national applications to improve the applicability of these findings.

This study aimed to examine the impact of green marketing on green purchase intention among tourists, with a specific focus on the mediating roles of brand engagement and green brand trust. The research sought to develop an explanatory model that integrates both cognitive and emotional dimensions in shaping sustainable tourism behavior. A quantitative approach was adopted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected via a structured questionnaire distributed to tourists. A total of 882 valid questionnaires were analyzed in the study. The results revealed a significant and positive direct effect of green marketing on tourists’ green purchase intention. Additionally, green marketing had a significant positive influence on both brand engagement and green brand trust. Both mediators also had direct effects on green purchase intention and were found to play partial mediating roles in the relationship between green marketing and purchase intention. The study offers a dual theoretical contribution by integrating the Theory of Planned Behavior (TPB) and Attachment Theory to explain how green marketing influences eco-conscious purchasing decisions. Practically, it guides tourism organizations toward developing sustainability-focused marketing strategies that build trust and foster emotional engagement with green brands—ultimately encouraging more responsible consumer behavior and deeper tourist commitment to environmentally responsible offerings.

This study harnesses the power of machine learning to unravel the intricate dynamics of influencer credibility in shaping brand admiration and consumer purchase intent within the realm of social media marketing. A survey of 423 consumers, analyzed using JASP software and advanced structural equation modeling (SEM), provides a data‐driven lens into how credibility dimensions—experience, trustworthiness, attractiveness, and conformity—influence consumer perceptions and actions. Findings highlight the pivotal roles of experience and trustworthiness in fostering brand admiration, while attractiveness yields inconclusive results. Conformity emerges as a subtle yet significant factor in driving purchase intent. Notably, brand admiration serves as a critical intermediary, bridging the gap between influencer credibility and consumer purchase decisions. This research underscores the transformative potential of machine learning in decoding consumer behavior, offering fresh insights for marketers aiming to optimize influencer‐driven campaigns in the ever‐evolving digital landscape.

This study investigates the mediating role of social media engagement on the relationship between brand-related factors and brand loyalty among iPhone users in Saudi Arabia. Specifically, it examines how perceived brand quality, customer satisfaction, and brand trust influence brand loyalty, both directly and indirectly through social media engagement. Using a quantitative approach, data was collected from 344 iPhone users and analyzed using Smart PLS-SEM. The findings support all ten proposed hypotheses, demonstrating that perceived brand quality, customer satisfaction, and brand trust positively affect brand loyalty. Furthermore, these factors also positively influence social media engagement, which in turn strengthens their relationship with brand loyalty. The study confirms the significant mediating role of social media engagement, highlighting its importance in building and maintaining brand loyalty among iPhone users. These findings offer valuable insights for marketers seeking to leverage social media strategies to enhance brand loyalty in the Saudi Arabian market.

This research aims to identify the role of Saudi women in cultural sustainability as an aspect that generates and facilitates transformation towards sustainable development. The research is carried out in order to identify some directives which can reinforce the women’s position in the Saudi context according to the needs of vision 2030. It will examine how women can be considered as an agent of cultural sustainability to generate and facilitate transformation for a successful process for sustainable development. To reinforce this idea, this report will discuss the role of women on the social, economic and environmental transformation according to the requirement of a sustainable paradigm. As an explorative and descriptive approach, the research will adopt interviews to collect data. At all 25 interviews were conducted and a thematic analysis was operated by Atlas ti 8. The findings demonstrate that women are aware of the necessity to change and can contribute positively to the cultural transformation while preserving the present culture capital. The thematic analysis elaborated is used to dress a theorical model or a roadmap for a feminist cultural approach of sustainable development (economic, social and ecologic).