Digital marketing strategies are vital for enhancing customer engagement, promoting brands, and ensuring sustainability. This study explores the influence of digital marketing on customer engagement and brand promotion within the dynamic tourism and hospitality industry while addressing a significant gap in incorporating employee position as a moderating variable. A quantitative research method was employed to collect data from 350 hotel employees in Tehran 4- and 5-star hotels. Partial Least Squares Structural Equation Modeling (PLS-SEM) was conducted to explore the moderator role. Key findings indicate that digital marketing strategies enhance customer engagement and positively influence brand promotion. Additionally, the moderating effect of employee position takes into account the differences among employees regarding service expectations and perceptions. Specifically, it highlights how the skills of managerial positions are better utilized when implementing digital strategies. This study supplements theoretical frameworks and practical applications and improves the strategic use of digital marketing in tourism and hospitality. The case study provides new insights for policymakers and hoteliers in the tourism and hotel industry.

The presence of organisational stress in public hospitals in Ghana significantly affects both the standard of patient care and the overall efficiency of the healthcare delivery system. This level of stress results in burnout, diminished job satisfaction, and more errors. The study leverages social categorisation and identification theory to investigate the mediation role of organisational stress in the relationship between gender diversity and employee performance. The Cochran formula was used to determine the sample size, arriving at a sample size of 384. The Multistage sampling technique used Inclusion and exclusion criteria to collect data from 384 health professionals working in 40 public hospitals in southern Ghana. The collected data were analysed using partial least squares structural equation modelling (PLS-SEM), emphasising path analysis, confirmatory factor analysis, and bootstrapping methods. The study discovered that gender diversity had a positive and significant impact on employee performance and organisational stress. The findings revealed that organisational stress had a positive and significant influence on employee performance. The results of the bootstrapping analysis revealed that organisational stress partially mediates the relationship between gender diversity and employee performance. Impaired employee performance might result from organisational stress in the context of gender diversity. To tackle this issue, managers should encourage a work atmosphere that promotes, supports, recognises and reduces sources of stress and implements specific measures that optimise the advantages of diversity while minimising the risks linked to stress.

The current phase of globalization brings significant challenges to both private and public sectors globally, driven by rapid technological advancements and intense competition. In this context, the effectiveness of organizations depends crucially on the quality of their workforce and workplace practices. However, existing studies on job performance often overlook the pivotal roles of employee loyalty and training programs in fostering quality human resources. This study addresses this gap by examining how quality human resources practices influence job performance, with a focus on the mediating role of employee loyalty and the contribution of training and development programs. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) and survey data from 175 individuals in Ghanaian public hospitals, our findings underscore the significant positive impact of both employee loyalty and training and development opportunities on job performance. Moreover, we reveal that employee loyalty fully mediates the relationship between quality human resources and job performance. Furthermore, our results indicate that the association between employee loyalty and job performance is moderated by the availability of training and development opportunities. These findings emphasize the importance of prioritizing training and development programs to enhance employee loyalty, thereby improving job performance.

The aim of this research is to investigate the direct effects of total quality management (TQM) on perceived service quality (SQ) and patient satisfaction (PSAT), the impact of SQ on PSAT and patient trust (TR), and the influence of PSAT on TR among in-patients in selected Public Hospitals in Northern Ethiopia. Employing a quantitative approach, a questionnaire was administered via convenience sampling. The study included a sample of 293 in-patients receiving treatment in selected public hospitals in Ethiopia, with data analysis conducted using Amoss26 and SPSS26. The findings revealed that total quality management positively influenced patient satisfaction and perceived service quality, while SQ also had a positive effect on PSAT and TR. Moreover, PSAT exhibited a positive impact on TR among in-patients in selected public hospitals in Northern Ethiopia. This research significantly contributes to the existing literature and warrants further investigation, as there is a dearth of studies on total quality management in the healthcare sector compared to manufacturing industries. Additionally, this study provides valuable insights for healthcare sector managers in strategic planning and decision- making processes.

Social media platforms have transformed communication, engagement, and consumer interaction, significantly influencing sustainable consumption behaviour. With the vast array of social networking and media options available, marketing professionals actively leverage these platforms to shape consumer preferences and purchasing decisions. This study investigates the impact of social media platforms on the sustainable consumption decisions of young people. Adopting a quantitative research methodology, the study employed judgemental sampling to select participants. Data were gathered from 450 respondents via an online questionnaire, and the proposed relationships were assessed using structural equation modelling (SEM) with SmartPLS version 4 to provide a thorough statistical evaluation. Research findings indicate that social media marketing has a substantial impact on sustainable purchase intentions, content quality, and behavioural engagement. Furthermore, the quality of content and levels of behavioural engagement significantly affect sustainable purchase intentions. However, the findings suggest that the social media platforms used for information retrieval do not significantly influence intentions to make sustainable purchases. This study contributes to marketing research by developing a model that examines how social media platforms influence young people’s intentions to purchase sustainably, as well as the impact of social media marketing, engagement, and content quality on these intentions.

Purpose: The emergence of unique and destructive viruses, such as COVID-19, has claimed lives, disrupted health systems and diverted resources from addressing the needs of male HIV/AIDS patients in the context of antiretroviral therapy and other HIV/AIDS-related issues. This study aims to assess male HIV/AIDS patients’ satisfaction with antiretroviral therapy and its implications for sustainable development in Sub-Saharan Africa.Design/methodology/approach: Satisfaction, word-of-mouth, trust and revisit intention were the variables in the research model. A quantitative method was utilized. Data were collected from 400 male HIV/AIDS patients who received medical attention from hospitals in Gombe State, Nigeria, utilizing the convenience sampling method. SmartPLS was used for data analysis.Findings: The results show that satisfaction has a positive impact on trust, word-of-mouth and revisit intention. Furthermore, trust and word-of-mouth had a significant impact on revisit intentions. Word-of-mouth played a significant mediating role in the relationship between satisfaction and revisit intention. Trust played an insignificant mediating role between satisfaction and revisit intention. Additionally, word-of-mouth had a significant mediating effect on the relationship between trust and revisit intention. Healthcare organisations should prioritise patient satisfaction because it influences their likelihood of returning. Addressing the needs of male HIV patients can significantly enhance their overall healthcare experience, which would lead them to spread positive word of mouth.Research limitations/implications: Healthcare administrators should make it a top priority to provide superior services that match or exceed patient expectations. The study used quantitative data and focused on the male gender. Also, the empirical research is carried out in public hospitals; however, there are some differences between the types of hospitals in terms of the factors that affect male HIV/AIDS patients’ revisits. We employed a cross-sectional study. As a result, we recommend expanding it into a longitudinal study, as it allows the researcher to validate the causal mechanism and obtain results that are more generalizable.Practical implications: Healthcare managers should actively encourage positive patient reviews and recommendations. Setting up systems to record and distribute patient success stories can improve the hospital’s reputation and attract new patients. Increased word-of-mouth advertising can naturally result from encouraging positive encounters and outcomes. Healthcare administrators should establish channels for sharing information regarding therapies, procedures and support services that are transparent and easy to obtain. Patients’ intentions to return for follow-up appointments can be favourably influenced by education on the value of ongoing care.Social implications: Male HIV/AIDS patients who are satisfied with their care have a tendency to trust medical professionals more, which promotes enhanced therapeutic outcomes and greater compliance with treatment regimens. Positive comments from those with the condition can also reduce stigma and motivate community members to seek treatment, fostering a supportive environment for those living with HIV/AIDS. The study emphasises how important it is for patients and healthcare providers to have stronger, greater empathy connections, which could contribute to decreasing health disparities.Originality/value: The study investigates the effect of satisfaction on the revisit intention of male HIV/AIDS patients and also highlights how trust and WOM mediate this relationship.