Purpose: This paper assesses the continuance intention (CI) for mobile-based payment (M-payment) services following the COVID-19 pandemic by combining the self-efficacy construct with the electronic service quality model.Design/methodology/approach: This exploratory, cross-sectional research employs qualitative and quantitative research methods; specifically, a questionnaire and interviews. A total of 403 Jordanian participants completed valid questionnaires. Mediation and moderation evaluations assessed the M-payment service quality (MPSQ), self-efficacy and health concerns (HC) to determine CI.Findings: The results verify the significance of MPSQ and self-efficacy in developing CI and show the mediating influence of self-efficacy between MPSQ and CI. Moreover, HC negatively impact the self-efficacy/CI link.Practical implications: This research benefits M-payment service providers seeking to secure customer loyalty via improved M-payment services. The behavioral intention investigation will provide rich information about potential customers' CI and illuminate areas for development.Originality/value: This research makes an original contribution to the existing M-payment literature by investigating the impact of customers' perception of service quality on their CI to utilize M-payment services, balanced with self-efficacy and HC.

Purpose: The purpose of this paper is to describe and assess Arabic videos related to cancer treatment to gain insights about the nature of health information as it is shared on YouTube. Accordingly, future strategies for different bodies are suggested to promote effective communication. Design/methodology/approach: The approach is to select a representative sample of YouTube videos for certain search terms related to cancer treatment in the Arabic language. In order to identify the search terms, Google Trends is utilized. To retrieve the most relevant videos, a simple python tool is developed using YouTube API V3. For this study, the first 150 relevant videos are quantitatively and qualitatively analyzed. Objective data and subjective data are collected for each video and analyzed. Objective data include video title, URL, length, view count, like count, dislike count, comment count and the associated tags. For content analysis, coding themes are defined for the subjective data as follows: video format, video authorship and video content. Video content includes three categories: types of treatments, targeted part and evidence-based indicators. Findings: The study included 150 videos, from which 30 videos were not content related; therefore, 120 videos remain in the analysis. Using rounding values, it can be observed that the average video lasted 10 min, had 184,966 views, was commented on 263 times, was liked by 2,295 users and disliked by 148 users. Non-professional individuals (46 percent) posted less than half of the videos, whereas public institutions posted only 18 percent of videos. More than half of videos (56 percent) promoted using herbal, botanical, and other natural products for cancer treatment. The majority of YouTube video formats were videos (52 percent), followed by audio with captions (30 percent). News and stories were the dominant videos, with (16 percent), and other types of videos were mostly testimonials and private centers promotions. Only 6 and 9 percent of videos targeted the genetic and immune systems, respectively. Out of the 120 analyzed videos, 86 percent did not mention any risk factor for the recommended treatment, and 73 percent did not offer the details of their usage direction. Research limitations/implications: Researchers need to understand the information that is currently available on social media platforms related to the high-risk diseases in order to design initiatives, tools, and actions to allow an easy effective transfer of knowledge. Practical implications: Recounting in-depth knowledge of YouTube cancer treatment contents will allow policy makers, YouTube management, medical organizations, and government agencies to understand the viewers’ behavior of YouTube and their needs to provide accurate and trustworthy information to adopt evidence-based resources. Social implications: Creating the suitable content, in terms of health promotion strategies, associated with the appropriate format and understandable language that people need will be one of the major responsibilities of YouTube management, government and professional bodies. The well-designed health messages will enhance users’ engagement and attention to health issues from trusted sources. Originality/value: There is very less information about Arabic messages in social media, YouTube in particular, specifically regarding cancer treatment. Thus, this study is one of the first studies to explore how Arabic messages are presented on YouTube. The aim of the assessment is to extract the current status and suggest future strategies for different bodies to have effective communication toward the Arabic communities.

Purpose: In an increasingly competitive higher education landscape, institutions are leveraging artificial intelligence (AI) to optimize digital marketing strategies and attract prospective students. This study examines the direct and indirect effects of AI-powered digital marketing on student enrollment decisions in the United Arab Emirates (UAE), with student engagement serving as a mediating variable in light of the technology acceptance model and self-determination theory. Design/methodology/approach: The study is adopting a mixed-methods approach; the research integrates quantitative data from 410 survey responses with qualitative insights drawn from semi-structured interviews with 15 university students. The study applied partial least squares structural equation modeling (PLS-SEM) in order to analyze data through SmartPLS 4 program. Findings: The quantitative findings revealed that AI-driven digital marketing significantly enhances both student engagement and enrollment outcomes, with engagement partially mediating this relationship. According to the qualitative results, thematic analysis was applied to analyze students’ interview data. Findings revealed that the key drivers of engagement are personalization, interactivity and responsiveness, while peer influence, parental input and the quality of personalized content shape final enrollment decisions. Originality/value: The study findings highlight that while AI tools effectively capture attention and foster meaningful engagement, human and social factors play a vital role in the decision-making process. The study provides practical recommendations for higher education marketers to integrate AI technologies with traditional outreach strategies in order to build trust, increase engagement and improve conversion rates from digital interaction to enrollment.

This study assesses the quality of the health information in Arabic YouTube videos regarding herbal cancer treatment. It also provides an overview of how the quality of video content shapes user awareness by assessing the users’ engagement indicators. A simple Python tool was developed using YouTube API V3 to automate the YouTube search based on the recommendation of Google Trends. After applying inclusion and exclusion criteria, 110 YouTube videos were selected, of which 95% were uploaded by non-experts and had a total of 8,633,569 views. The analyzed videos presented more than 40 different herbals as sources of cancer treatment; for example, Ephedra, garden cress, Green tea, Ginseng, Rosemary, and Thyme. 32.7% of the videos provided information about a single herb, 41% about mixing herbals, and 26.3% provided testimonials and success stories without pointing to specific herbs. The videos were assessed by two experts using two reliable tools, DISCERN and PEMAT, which were produced mainly for assessing health information quality. DISCERN has evaluated the reliability and quality of health information. PEMAT has assessed the understandability and actionability. The qualitative and quantitative analyses of the videos represent bias and poor health information quality, with a total score of 27 out of 80 for DISCERN and 31 out of 100 for the PEMAT. The results also showed weak users’ awareness regarding the content of videos with no association between user engagement indicators (likes, dislikes, VPI, views, comments) and the dimensions of the two tools. The study concludes that it is evident that YouTube, in its current form, is an inadequate Arabic source for herbal cancer treatment information. To overcome this, this study proposed the GAP framework for social media that integrated Governance, Awareness, and Proficiency.

Social media has become a vital communication tool for higher education institutions (HEIs) to reach larger targets, attract followers, and engage with diverse audiences. This study conducted a quantitative and qualitative analysis of 4148 Facebook posts from 16 public and private HEIs in the United Arab Emirates (UAE). The aim of the study is to evaluate users’ engagement through their reactions to various post characteristics, including format, language, and content type. The posts generated 177,022 emotes, 17,269 shares, and 8374 comments. The results showed that images are an efficient format for boosting interaction, whereas plain text posts did not generate high engagement. The English language was more conducive for generating shares, while Arabic-language posts generated more emotes and likes. The comparative analysis results showed that private HEIs are more active on their Facebook pages than public HEIs. The content analysis suggested that student-related posts generate the highest level of engagement, while announcements and faculty- and research-related posts drive the lowest levels of engagement. These results offer valuable insights into how HEIs can optimize their social media strategies to enhance user engagement.