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.

A company’s marketing capacities are characterized as its capacity to design, implement, and measure marketing strategies and campaigns that add value for customers and eventually improve the compa...

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.

Purpose: Family businesses cannot continue if they fail to enhance their strategic performance by creating sufficient value for their shareholders. This study explores how value-added intellectual capital (VAICTM) can enhance strategic performance (SP) by enhancing shareholder value added (SVA) of family businesses. Design/methodology/approach: The study depended on secondary data collected from (32) family firms listed on Amman Stock Exchange (ASE) for the period 2018–2023. Strategic financial performance was measured by shareholder value added (SVA). VAICTM was measured using Public’s (1998) model. The fixed effect model was used to estimate the study models. Findings: The ability to create value for family business shareholders is greatly influenced by intellectual capital (IC). The analysis results indicated that the added value of intellectual capital VAICTM with all its components contributes to enhancing strategic performance through the impact on the SVA. Practical implications: The outturns of this study can participate in directing the efforts of the ASE management to raise the level of intellectual capital value-added (VAICTM) of family businesses, to support the growth and development of these companies and improve their SP and sustainability. It also draws the attention of the family businesses’ management to enhance its ability to rely on measures that reflect SP. Originality/value: The impact of VAICTM on the SVA has not been studied in studies that have investigated the relationship between intellectual capital and family businesses performance. Previous studies focused on traditional financial performance measures, so this study focuses on VAICTM and its impact on SP represented by SVA.

Due to advances in data collection and processing technologies, companies have begun using emerging technologies, including big data analytics (BDA), to produce sustainability reports. This study seeks to determine the impact of BDA on the quality of sustainability reports. The initial study population that was targeted represented all Jordanian companies listed on the Amman Stock Exchange. Companies that prepare sustainability reports were selected for inclusion in the study sample. Our results indicate that BDA contributes to the quality of sustainability reporting by improving data collection and integration, real-time data analysis, stakeholders’ engagement, detailed reporting, supporting predictive and perspective analytics, predictive modelling, solutions for advanced strategic planning. While BDA brings a new level of efficiency to organizations, it also raises issues of transparency, ethics, and governance. Accuracy and integrity can be achieved by balancing the use of automated systems with embedded human decision-making skills, along with strict standard risk management policies. Overall, however, big data solutions have tremendous potential to enhance the value, relevance, timeliness, and completeness of sustainability disclosures required by stakeholders.