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.

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.

Objective: This research studies family business sustainability leadership adoption obstacles especially regarding their dual need to achieve both profitability and environmental impact targets while examining potential solutions to these problems. Methodology: A research methodology included literary analysis and field studies along with questionnaire distribution for obtaining qualitative and quantitative data. The research survey gathered information about how family businesses handle sustainability measures that focus specifically on their energy consumption as well as energy efficiency and water management plans. Results/Findings: The analysis revealed renewable energy adoption by 80% of the businesses along with energy efficiency implementation in 75% of the examined companies yet only 40% of the organizations practiced water conservation practices. Sustainability commitments within the businesses were clearly evident to researchers but they also recognized that water conservation remained a major point of weakness. Family businesses demonstrate a business model which gives precedence to profitability over environmental sustainability. Family businesses need encouragement for adopting comprehensive sustainable strategies and water conservation strategies through direct support from both public and private institutions. Conclusion/Recommendations: Further investigations in sustainability practices at the sector level need to evaluate neglected measures while improving environmental responsibility of family businesses. ملخص: الهدف: يدرس هذا البحث معوقات تبني القيادة المستدامة في الشركات العائلية وخاصة فيما يتعلق بحاجتها المزدوجة لتحقيق أهداف الربحية والتأثير البيئي مع دراسة الحلول المحتملة لهذه المشاكل. المنهجية: تضمنت منهجية البحث التحليل الأدبي والدراسات الميدانية إلى جانب توزيع الاستبيانات للحصول على بيانات نوعية وكمية. جمع مسح البحث معلومات حول كيفية تعامل الشركات العائلية مع تدابير الاستدامة التي تركز بشكل خاص على استهلاكها للطاقة بالإضافة إلى خطط كفاءة الطاقة وإدارة المياه. النتائج / الاستنتاجات: كشف التحليل عن تبني الطاقة المتجددة من قبل 80٪ من الشركات جنبًا إلى جنب مع تنفيذ كفاءة الطاقة في 75٪ من الشركات المدروسة ومع ذلك فإن 40٪ فقط من المنظمات تمارس ممارسات الحفاظ على المياه. كانت التزامات الاستدامة داخل الشركات واضحة للباحثين لكنهم أدركوا أيضًا...