A hybrid analysis of Structural Equation Modeling (SEM) and Artificial Neural Network (ANN), through SmartPLS and SPSS software, as well as the importance-performance map analysis (IPMA) were used to examine the impact of YouTube videos content on Jordanian university students’ behavioral intention regarding eLearning acceptance, in Jordan. According to the evaluation of both ANN and IPMA, performance expectancy was the most important and, theoretically, several explanations were provided by the suggested model regarding the impact of intention to adopt eLearning from Internet service determinants at a personal level. The findings coincide greatly with prior research indicating that users’ behavioral intention to adopt eLearning is significantly affected by their performance expectancy and effort expectancy. The paper contributed to technology adoption e.g., YouTube in academia, especially in Jordan. Respondents showed a willingness to employ and adopt the new technology in their education. Finally, the findings were presented and discussed through the UTAUT and TAM frameworks.

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.

Mobile learning (e.g., WhatsApp) is considered a good platform for educational information and communication, but the educative value of this platform, especially during Covid-19, remains unexplored. This study investigates the factors of mobile learning acceptance (MLA) in Jordan, utilizing the Technology Acceptance Model (TAM) alongside knowledge-sharing, WhatsApp features, and Internet availability as external factor constructs. A hybrid analysis approach was performed on the data to validate the research model via a random sample of 580 university students in Jordan. The study found that PEU and PU were found to be significant predictors of the behavioral intention to accept WhatsApp in education. The findings also revealed that behavioral intention toward MLA was significantly and positively influenced by some of the external factors.

Although social media is a vital platform in our life, it is blamed for poor efforts to moderate content included mis/disinformation and fake news. This could have an impact on its legacy and on sustainability in society in the long term. This research examined the role of social media in spreading misinformation during the COVID-19 outbreak in Jordan. A cross-sectional design questionnaire (350 responses) was used. The results revealed that social media played a key role in updating users with COVID-19 information. However, the availability of misinformation remained highly prevalent. Respondents revealed that they relied heavily on social media for information gathering and knowledge sharing about COVID-19 updates. The role of behavioural intention remained prominent and highly significant for these two reasons. Their behavioural intention was linked to the sharing of unchecked information, suggesting that online information in Jordan needs greater regulation to reduce the spread of misinformation.