This study aimed to identify the impact of the e-marketing mix on brand equity in the Jordanian banking sector. This study used a descriptive analysis approach. The study population consisted of all (13) commercial banks in Jordan listed on the Amman Stock Exchange. A random sample of administrative personnel at commercial banks was selected, including administrators and department heads. It was distributed electronically via Google Forms, and 293 questionnaires (79.1%) from the total study sample were retrieved. The SPSS program version 26 was used to examine the collected data. The results showed that there is a statistically significant effect at the level (α ≥ 0.05) of e-marketing on brand equity in the Jordanian banking sector. It was found that there is a positive correlation between e-marketing and the three dimensions of brand equity (brand loyalty, perceived quality, and brand image). Moreover, a positive brand image should be maintained through the consistent delivery of promises, excellent customer service, and a strong online reputation. Cultivating brand loyalty among customers can be achieved through personalized services, exclusive rewards, and tailored promotions. By integrating these strategies into their e-marketing efforts, banks can effectively engage with customers, differentiate themselves from competitors, and build long-term relationships.

This study examines the impact of job commitment on the adoption of strategic entrepreneurship within organizations, with leadership support considered as a moderating variable. Focusing on information technology companies in Jordan, we integrate perspectives from organizational behavior and strategic management to explore how employees’ commitment (affective, normative, continuance) influences their engagement in entrepreneurial initiatives, and whether supportive leadership environments amplify this effect. This study draws on social exchange theory and organizational support theory to propose that committed employees will reciprocate the organization’s support by innovating and taking initiative, especially when they feel backed by leadership. A quantitative survey was conducted, gathering 384 valid responses from employees across Jordan’s IT sector. Data were analyzed using structural equation modeling. The findings reveal that all three forms of commitment positively affect the propensity to engage in strategic entrepreneurship, with affective commitment showing the strongest link. Notably, leadership support significantly moderates these relationships: in high-support contexts, committed employees exhibit substantially greater entrepreneurial behavior. These results indicate that committed employees are more likely to pursue innovative ideas and strategic opportunities, especially when leaders encourage and back their efforts. Theoretical implications include an enhanced understanding of commitment’s role in corporate entrepreneurship and the contingent value of leadership, while practical implications suggest actionable steps for IT firms and others in emerging economies to stimulate innovation. This research contributes to the literature by highlighting human and leadership factors as key drivers of strategic entrepreneurship in organizational settings, and by providing empirical evidence from the Middle East context.

This study aims at exploring the impact of strategic adaptation on digital transformation in the oil and gas industry specifically within the case of Manaseer Oil and Gas Company in Jordan. The study adopts a perspective of strategic adaptation as a multidimensional capability of an organization, in accordance with the dynamic capabilities theory and contingency theory, which considers strategic adaptation as an ability of an organization to embrace strategic change, interact with environment, and maintain strategic coherence. Digital transformation is explored in four aspects: technology adoption; strategy and business models; corporate culture and human resources; business processes. The quantitative research design has been used, and a structured questionnaire was used for data collection, which was distributed to the employees in the administrative units of Manaseer Oil and Gas Company. 211 valid questionnaires were analysed and the analyses were carried out by using the partial least squares structural equation modelling (PLS-SEM) technique by SmartPLS 4 software. The results demonstrate that strategic adaptation is highly positive and statistically significant in overall digital transformation. The results also validate the high-impact positive effects on all four dimensions of digital transformation. The coefficient for business processes was the highest but the differences between the dimensions were very slight. The study enriches the field of strategic management and strategic digital transformation literature by showing the importance of strategic adaptation in the digital transformation of a traditional industrial environment.