This study investigate the efficacy of innovative digital marketing strategies in fostering awareness and understanding of the Sustainable Development Goals (SDG) 2030 within Jordanian universities, situated in the evolving landscape of the Middle East's digital transformation. Through a mixed-methods approach encompassing quantitative surveys and qualitative interviews, we assess SDGs 2030 knowledge and digital marketing practices among students, faculty, and administrators. Our findings reveal a moderate level of familiarity with the SDGs among respondents, alongside a unanimous acknowledgment of the significance of achieving these goals and the pivotal role of universities in their promotion. Notably, significant associations are identified between engagement with digital content and active participation in SDGs-related initiatives, underscoring the effectiveness of digital marketing in stimulating sustainability efforts within university communities. Additionally, positive correlations between engagement frequency and the perceived effectiveness of digital marketing highlight the potential for tailored digital strategies to enhance SDGs promotion. Furthermore, our analysis uncovers disparities in SDGs awareness based on respondents' roles at the university, emphasizing the need for targeted approaches in digital marketing. By implementing recommendations to increase digital content engagement, leverage diverse platforms, and tailor campaigns to specific demographics, universities can effectively contribute to SDG 2030 attainment and cultivate a culture of sustainability among stakeholders.

The involvement of the private sector in fostering sustainable development is propelled by significant advancements in commercial and industrial spheres. However, despite these advancements, there is a noticeable decline in corporate social responsibility, attributed to various factors such as scepticism among owners or board members regarding sustainability concepts and the perceived high costs associated with adopting sustainable technologies. This paper endeavours to investigate the relationship between community responsiveness and the extent of businesses’ commitment to sustainability in the context of Jordan. Utilizing a mixed methods approach comprising interviews and a comprehensive questionnaire, data was collected from a sample of two hundred and ten members of the Jordan community through an online platform. The collected data underwent rigorous analysis including descriptive and regression analyses as well as relevant correlations. Encouragingly, the findings of this study reveal a robust association between individuals’ social consciousness and their support for businesses and organizations operating within the Jordan community. Future research endeavours could further explore additional influential factors. The conclusions drawn from this research hold potential significance as they may provide valuable insights for incentivizing businesses to enhance their effectiveness and efficiency in cultivating a genuine societal commitment to sustainability, thereby contributing to scholarly discourse on the subject.

Orientation: Interest in understanding the factors that drive employee performance has increased. However, existing research on the effects of leadership styles and employee engagement lacks conclusive results. Research purpose: This study seeks to provide a holistic perspective of employee performance and examine the relationships between the types of leadership, employee engagement and employee performance. Motivation for the study: Despite the critical role of leadership and engagement in enhancing performance, existing literature remains fragmented. A more holistic synthesis is necessary to clarify how these factors interact. Research approach/design and method: This research conducted a systematic review and bibliometric analysis of 52 published articles sourced from Scopus and Web of Science. The study looked at the evolution of ideas and issues around leadership styles, employee engagement and performance, their challenges and drivers. Main findings: Research on performance, employee engagement and leadership has increased dramatically in the last 10 years. The findings of this study demonstrate that engaged management methods and strategic leadership philosophies such as transformational and servant leadership improve employee performance. Furthermore, new developments in cross-cultural dynamics, technological integration and sustainable leadership techniques highlight how organisational success is changing. Practical/managerial implications: This study emphasises how crucial it is to develop leadership styles that complement organisational strategy and culture. Although the characteristics of leaders frequently determine their leadership styles, organisations may influence these via focussed training. In a similar vein, improving organisational success requires fostering optimal employee engagement. Contribution/value-add: To the best of our knowledge, this study is the first bibliometric analysis focussing on the relationships between the three concepts, that is leadership sub-styles, employee engagement and employee performance, thus adding a new insight into organisational and management studies.

As informal workers struggle to survive the current crisis, there is reason to believe that more strain would also be exerted on the already fragile sector in the post-crisis era. The implications of the COVID-19 outbreak for the informal economy will continue. Faced with a long crisis, the global economy would likely shrink demand for informal goods and services. The primary goal of this paper is to study consumer behavior during the pandemic, investigate government-implemented Standard Operating Procedures (SOPs) for the unorganized retail sector, and determine if consumers prefer to have goods delivered to their homes rather than visit retail stores. This paper collected information from a number of Indian customers who made unorganized retail transactions in New Delhi and NCR Region. The sample was taken from 700 citizens of New Delhi, India. The study found that product variety, digital payment, scheduling, free delivery and lower speed have a significant effect on customer behavior. In addition, SOPs do not influence consumer behavior. The main reasons for choosing a specific channel are simple availability, security, less hassle, and compliance with all laws. The pandemic led to a renewed trust in the local Kirana shop, with new clients visiting metro and non-metro shops locally. The system in Kirana has changed from physical sales to digital aviation because of the pandemic.

As organizations transition toward data-driven strategies, the ability to anticipate unarticulated consumer needs has emerged as a critical frontier in strategic marketing. This study investigates how predictive analytics, when integrated with artificial intelligence (AI) and diverse data sources, can enhance firms' capacity to detect and respond to latent consumer demands. Drawing on a cross-national survey of 750 digitally active consumers in Jordan, Palestine, and Saudi Arabia, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test a conceptual framework linking data diversity, interactive systems, and predictive analytics with market performance. The findings reveal that predictive analytics serves as a powerful mediator between heterogeneous data inputs and improved organizational responsiveness, significantly contributing to the identification of unexpressed needs and enhancement of market performance. Moreover, the study uncovers the moderating role of customer interface quality and the nuanced impact of technological innovation. By extending dynamic capabilities theory and addressing theoretical gaps in the detection of unconscious consumer intent, this research offers a novel perspective on anticipatory intelligence. The results underscore the importance of integrating human-centered design with algorithmic precision to translate predictive insights into actionable business value.

This paper seeks to discuss green marketing strategies that are becoming particularly popular as organizations strive to boost sustainability and accounting performance. As well as, exploring the moderating role of AI in green marketing strategy's impact on firms’ accounting performance (return on assets, return on equity, and profit margins). A parallel research approach was used: a survey of firms’ annual reports and content analysis of interviews with marketing managers of different companies operating in different industries. It concluded that green marketing practices, in particular the use of AI, greatly enhance the competitive performance and accounting capabilities of a company. As a powerful technology, AI can be employed to enhance green marketing practice and enable the organization to achieve sustainable growth. This research bridges the gap between sustainability and technology and demonstrates how the relationship between accounting performance and green marketing is moderated using AI in order to maintain competitor and financial advantages. This research advises organizations to emphasize being sustainable and make greater investments in AI development to improve their marketing strategy. These two concerns with sustainability and technology adoption can determine the success of organizations in the long term.