This study aims to explore the moderating effect of trust on the relationship between social media engagement, relationship benefits, and social relationships, utilizing an innovative framework grounded in social exchange theory. Employing a quantitative analysis with structural equation modeling (SEM), using a questionnaire distributed to a sample of 493 Jordanian youth, the results unveil a positive correlation between social media engagement and social relationships, with trust emerging as a crucial moderator in this dynamic. Trust positively moderates the connection between social media engagement and social relationships. This research sheds light on the pivotal role of trust in shaping social relationships on social media platforms. However, the interaction between trust and relationship benefits does not significantly impact social relationships. By expanding on existing knowledge, this study offers a fresh perspective on the interplay between trust, social media engagement, relationship benefits, and social relationships, emphasizing the potential of understanding trust to foster stronger social connections in the digital age. The results suggest that the positive influence of social media engagement on social relationships possibly will be determined by the level of trust present inside online communities.

This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty in the banking sector in Jordan, and using the two main components of the TAM model, perceived the ease of use and perceived usefulness, to understand the relationship. Data were gathered through an online survey with 329 respondents through online banking services in Jordan. A test of the structural equation model (SEM) indicated that perceived usefulness strongly affects electronic word of mouth (EWM), informativeness (INF), and social media features (SMF); and perceived ease of use is indirectly linked to these factors. Behavioral intention is strongly affected by both the perceived usefulness and the ease of use of online banking services. Based on the self-proposed model, e-marketing has impacted customers’ bank loyalty regarding its online services, and the role of social media marketing has remained very important to enhancing customer-based loyalty. This study contributes to the literature by integrating SMF, EWM, and INF in a single framework. It also provides managerial implications and guides for scholars, managers, and practitioners in e-marketing to use customers’ experience to increase customer loyalty. Further research and suggestions are offered.

The use of e-learning systems has become widespread in higher education institutions in Oman. However, understanding of factors that influence student acceptance and usage of these systems is lacking. This study combined the factors of the Technology Acceptance Model (TAM) and Expectation–Confirmation Theory (ECT) to examine the acceptance and use of e-learning systems by students in Omani HEIs. A survey was conducted with 220 students from Al-Buraimi University College in Oman to collect data on perceived usefulness, perceived ease of use, behavioral intention, and e-learning system use. A model was created by merging eight interactions between TAM, ECT, and seven variables. The results showed that perceived usefulness and ease of use were significant predictors of students’ intention to use e-learning systems, and behavioral intention had a direct effect on the actual use of e-learning systems. These findings provide valuable insights for e-learning system designers, developers, and educators in Oman and similar contexts to design and implement e-learning systems that meet student needs and expectations.

This study aims to investigate the intricate relationship between social media motivations and subjective happiness, utilizing a novel framework based on the uses and gratifications theory and cultural restraint. Through a quantitative analysis using structural equation modeling (SEM) of a sample of 391 young Jordanian adults, the findings reveal a surprising positive correlation between social media motivations and subjective happiness, with cultural restraint emerging as a critical moderator in this dynamic. Cultural restraint negatively moderates the relationship between social media motivations and subjective happiness. By shedding light on the powerful role of cultural factors in shaping our relationship with social media, this study offers essential insights for practitioners seeking to enhance user experiences and maximize well-being. This research expands upon existing knowledge, providing a fresh perspective on the interplay between motivation and happiness, and highlighting the potential for understanding cultural restraint to unlock greater happiness and fulfillment in the digital age. The findings indicate that the positive impact of social media motivations on subjective happiness may be influenced by the level of cultural restraint within a society.

Social TV has become a part of contemporary functioning and viewing patterns. It enhances the television watching experiences of audiences and introduces new trends that can communicate different viewers. This study examines the social TV experiences of Jordanian young audiences regarding using virtual reality (VR) acceptance to understand their real-time experiences. A cross-sectional study design with randomly selected 354 individuals from Jordan was analysed utilizing the Structural Equation Modelling (SEM) to also examine the strength of every factor regarding VR used for social TV. Results showed four factors were directly linked to watching social TV (experiences, real-time, digital content, face-to-face communication). Therefore, the study also concluded that the prominent role of VR in enhancing social TV experiences regarding factors, e.g., entertainment, communication, and information sharing, its impact is a complex phenomenon, however.