Marketing, Business and International Management, Dermatology
10
Scopus Publications
560
Scholar Citations
7
Scholar h-index
6
Scholar i10-index
Scopus Publications
The nexus between AI-driven capabilities and knowledge systems in digital business environments Manal Alsammak, Ali Saad Aldain Majid, Mahmoud Allahham, Muneer Alrwashdeh Knowledge and Performance Management, 2026 Type of the article: Research articleThe increasing development of digital business environments has contributed to the diversification of knowledge sources globally, making smart knowledge management crucial for enhancing the accuracy of decision-making processes. This study aims to investigate the impact of AI-driven capabilities, including adaptive learning, intelligent analytics, automation capability, integration capability on knowledge systems, and the role of smart knowledge management as a mediating factor within the context of the Federal Civil Service Council in Baghdad, Iraq. The study employed a quantitative method to collect data between April 2025 and August 2025 from 161 employees with at least three years of experience in knowledge management, organizational content and records, data, and machine learning. This sample included knowledge management managers, knowledge management specialists, data analysts, knowledge support technicians, and operations managers at the Federal Civil Service Council. The findings indicate that enhancing AI-driven capabilities across the four dimensions of adaptive learning, intelligent analytics, automation capability, and integration capability contributes to organizational success. This is evident from the correlation between adaptive learning (p = 0.012, < 0.279), analytical intelligence (p = 0.018, < 0.213), automation capabilities (p = 0.02, < 0.05), and knowledge systems. The study found that intelligent knowledge management plays a crucial mediating role in the relationship between AI capabilities and knowledge systems, contributing to the success of digital organizations and the accuracy of decision-making. This is further demonstrated by the positive correlation between the dimensions of AI capabilities and knowledge systems. 
Techno-Stress and Value Pathways in Metaverse-Enabled E-Commerce Services: Evidence From Palestine Abdalfatah Damaj, Ibrahim Saif, Lu'ay Al-Mu'ani, Muneer Alrwashdeh, Yousef Shraim, Mohammed Abu Sharar International Journal of Information Systems in the Service Sector, 2026 E-commerce increasingly involves adopting advanced technologies and digital transformation in the retail sector, notably including awareness of and intentions to adopt emerging innovations such as the metaverse. This study explores intentions to adopt metaverse technology for e-commerce by examining the impact of the key constructs of the UTAUT model on both hedonic and utilitarian value. The study was conducted in the context of e-commerce consumers in Palestine. A structured questionnaire was used to gather data from 344 shoppers. The study's results revealed that effort expectancy, social influence, and facilitating conditions had a positive impact on both hedonic and utilitarian value. Hedonic value had a greater impact than utilitarian value on intentions to adopt the metaverse in e-commerce. This finding underscores the selective influence of techno-stress on shoppers' adoption of the metaverse.
How do social media marketing activities enhance online purchase intention among Jordanian consumers? The role of brand trust and brand engagement Muneer Alrwashdeh Innovative Marketing, 2025 With the growing popularity of social media platforms, many brands have embraced social media marketing activities as a key tool in influencing consumer behavior and purchasing decisions. This paper aims to investigate the nexus of social media marketing activities (SMM activities) on online purchase intention in Jordanian e-stores through the mediating role of brand engagement and brand trust. The current study utilized a quantitative approach design, using a questionnaire as a tool to collect the data from 542 e-commerce consumers in Jordan during the period from February 7, 2024, to July 28, 2024. Purposive sampling was applied to collect the data from participants. Structural Equation Modeling (SEM) using Smart PLS 4.0 was used to analyze the study data and examine the relationship between the study variables. The results showed the importance of social media marketing activities (β = 0.16, p < 0.001). Brand trust (β = 0.385, p < 0.001) and brand engagement (β = 0.173, p < 0.001) have a positive impact on online purchase intention. The study’s findings highlight the importance of brands creating content that focuses on engaging information that resonates with their target audience. The study concludes that social media marketing activities play a pivotal role in enhancing consumer trust and engagement online, contributing to increased purchase intention, and providing valuable insights for brands and marketers seeking to improve their digital marketing strategies.
In the digital landscape: Can social media marketing activities boost brand loyalty in the Jordanian hospitality sector? Muneer Alrwashdeh, Nesrin Almatarneh, Lu’ay Al-Mu’ani, Ayman Hindieh Innovative Marketing, 2025 Type of the article: Research Article Abstract Customer loyalty is a pressing priority and strategic imperative in the Jordanian hotel sector. With the rapid technological transformation in consumer behavior, social media marketing activities have emerged as a tool for engaging with hotel guests and building long-term relationships. This paper aims to explore the impact of Social Media Marketing activities (SMM activities) on brand loyalty through the mediating role of brand love and brand trust in the five-star hotel sector. The study adopted a quantitative design, employing a descriptive correlational approach to examine the relationship between study variables. Data were collected from June 1, 2024, to September 30, 2024, using a structured online questionnaire from guests of five-star hotels in Jordan, in Amman. A purposive sample was used to select hotel guests, using social media platforms for 280 respondents. The questionnaire was designed to measure the variables of the study. Statistical analysis was conducted using Smart PLS to test the hypotheses. The study results indicate a significant impact of social media marketing activities (β = 0.299, p < 0.001) on brand loyalty, as well as the mediating role of brand trust (β = 0.09, p < 0.001) and brand love (β = 0.18, p < 0.001) in mediating the relationship between marketing activities and customer loyalty. The results also revealed a positive relationship between social media marketing activities and brand loyalty in the hotel sector. The results also indicate that brand love and trust mediate the relationship between social media marketing activities and brand loyalty, enhancing brand loyalty in the hotel industry. AcknowledgmentThe authors would like to thank all the participants involved in this research work, and the authors are grateful to the Philadelphia University, Amman, Jordan for the financial support granted to cover the publication fee of this article.
The effect of social media influencers on purchase intention: Examining the mediating role of brand attitude Lu’ay Al-Mu’ani, Muneer Alrwashdeh, Hussam Ali, Khaled Tawfiq Al-Assaf International Journal of Data and Network Science, 2023 The rapid growth of social media platforms has revolutionized marketing communications, and the recent trend of how people use social media led to the inception of the term "influencer marketing" as an increasingly popular approach for brands across markets. This development has been driven by the unparalleled increase in influencers’ presence on social media platforms, which has generated new venues for companies to connect with their desired demographic and interact with them in a more genuine and significant manner. Understanding the factors that drive the effectiveness of influencers has become increasingly important for both marketers and researchers. Numerous studies have been conducted on the topic of celebrity endorsements. However, the use of "traditional" celebrities is losing its appeal in the digital era of social media, as brands increasingly turn to social media influencers instead. Nonetheless, there is still a lack of understanding about how marketers can effectively utilize this new marketing phenomenon. This study aims to examine the role of trustworthiness, expertise, and information quality of social media influencers in shaping consumer purchase intention, with a specific focus on the mediating role of brand attitude. A total of 309 complete responses were collected via convenience sampling between January and February 2023 then the model examined by using SPSS and AMOS software. The results showed that all attributes of the influencers are affecting brand attitude as well as purchase intention, while brand attitude partially mediated the relationships. Implications, limitations and future research have also been discussed.
The mediating role of brand credibility between social media influencers and patronage intentions Muneer Alrwashdeh, Hussam Ali, Abdullah Helalat, Dina Ahmad Awad Alkhodary International Journal of Data and Network Science, 2022 This study aims to examine how Social Media Influencers (SMIs) influence patronage intentions (PI) through the influence of mediation on the brand credibility (BC) in the electronic devices sector in Jordan. Furthermore, the data were obtained by an online questionnaire based on Google Forms and a total of 315 followers in Jordan using an appropriate sampling method. structural equation modeling using Smart PLS 3 was used to investigate the relationships between SMIs, brand credibility, and patronage intentions (PI). The results indicated that SMIs directly influence PI and BC. BC Partially mediates the relationship between SMIs and PI. Research limitations in this study focus on a single sector electronic device at a specific location in Jordan. Future research may conduct cross-cultural studies to improve the generalizability of the present research findings.
The antecedents of supply chain performance: Business analytics, business process orientation, and information systems support Mohammad J Adaileh, Muneer Alrwashdeh, Hasan Z. Abu AlZeat, Nesrin salim Almatarneh Uncertain Supply Chain Management, 2022 This study investigates the impact of business analytics (BA) on supply chain performance (SCP) in Saudi industrial companies. It also investigates the mediating impact of information systems supporting (ISS) and business process orientation (BPO). A total of 373 respondents working in 38 manufacturing companies in the Kingdom of Saudi Arabia (KSA) were selected. A scale with acceptable validity and reliability indicators was developed to measure the study variables. The results indicated significant indirect impact of the business analytics (planning, supply, make, delivery) on supply chain performance as ISS and BPO mediate this impact. Based on the results, a set of recommendations were proposed, industrial companies in KSA must develop the analytical capabilities for managers by increasing awareness of the benefits achieved from using business analytics approaches. It is a critical precedent for supply chain SC efficiency, and for companies to enhance their analytical capabilities with good ISS and process orientation to utilize in analyzing vast amounts of internal and external data. Directions for future research are also presented in this paper.
Data to model the effects of perceived telecommunication service quality and value on the degree of user satisfaction and e-WOM among telecommunications users in North Cyprus Muneer Alrwashdeh, Ashraf Jahmani, Blend Ibrahim, Hasan Yousef Aljuhmani Data in Brief, 2020 This dataset is used to investigate a comprehensive model of user satisfaction and electronic word of mouth (e-WOM). Building on the perceived telecommunication service quality and perceived value dimensions in enhancing and improving users' satisfaction and e-WOM, we empirically investigated how the dimensions of service quality as a second-order construct and perceived value dimensions affect users' satisfaction and e-WOM in the context of mobile operators in North Cyprus. The data were collected through a self-administered questionnaire at Girne American University. The dataset was empirically evaluated using a survey of 500 respondents regarding their perceptions of the service provided by the mobile telecom operator. Data analysis involved structural equation modelling (SEM) using Statistical Package for the Social Sciences (SPSS) 23 and Analysis of Moment Structures (AMOS) 24. First, we conducted exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural modelling, followed by hypothesis testing. The outcomes obtained from this dataset indicated that perceived telecommunication service quality was positively related to perceived value dimensions (performance value and emotional value) and user satisfaction. At the same time, performance value, value for money, and social value were found to have a direct impact on user satisfaction. Specifically, there was a significant relationship between user satisfaction and e-WOM. The results may provide further insights into mobile value-added services.
Techno-Stress and Value Pathways in Metaverse-Enabled E-Commerce Services: Evidence From Palestine A Damaj, I Saif, L Al-Mu'ani, M Alrwashdeh, Y Shraim, MA Sharar International Journal of Information Systems in the Service Sector (IJISSS … , 2026 2026
THE NExuS BETWEEN AI-DRIVEN CAPABILITIES AND KNOWLEDGE SYSTEMS IN DIGITAL BuSINESS ENVIRONMENTS M Alsammak, ASA Majid, M Allahham, M Alrwashdeh Management 10 (1), 122-136 , 2026 2026
How do Social Media Marketing activities enhance online Purchase Intention among Jordanian consumers? The role of brand trust and brand engagement M Alrwashdeh Innovative Marketing 21 (2), 291-302 , 2025 2025 Citations: 7
In the digital landscape: Can social media marketing activities boost brand loyalty in the Jordanian hospitality sector? M Alrwashdeh, N Almatarneh, L Al-Mu’ani, A Hindieh Innovative Marketing 21 (3), 92 , 2025 2025
The effect of social media influencers on purchase intention: Examining the mediating role of brand attitude. L Al-Mu'ani, M Alrwashdeh, H Ali, KT Al-Assaf International Journal of Data & Network Science 7 (3) , 2023 2023 Citations: 106
The mediating role of brand credibility between social media influencers and patronage intentions. M Alrwashdeh, H Ali, A Helalat, DA Awad Alkhodary International Journal of Data & Network Science 6 (2) , 2022 2022 Citations: 30
THE IMPACT OF OUTSOURCING ON OPERATIONAL PERFORMANCE: A FIELD STUDY IN INDUSTRIAL COMPANIES IN JORDAN. M Alrwashdeh, MJ Adaileh, H Ali Journal of Management Information & Decision Sciences 25 , 2022 2022 Citations: 8
The antecedents of supply chain performance: Business analytics, business process orientation, and information systems support MJ Adaileh, M Alrwashdeh, HZA Alzeat, NS Almatarneh Uncertain Supply Chain Management 10 (2), 399-408 , 2022 2022 Citations: 5
Assessing the nexus between knowledge management and firm performance: A data article MJ Adaileh, M Alrawashdeh, H Elrehail, KJ Aladayleh Data in brief 32, 106283 , 2020 2020 Citations: 37
Data to model the effects of perceived telecommunication service quality and value on the degree of user satisfaction and e-WOM among telecommunications users in North Cyprus M Alrwashdeh, A Jahmani, B Ibrahim, HY Aljuhmani Data in brief 28, 104981 , 2020 2020 Citations: 81
The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus M Alrwashdeh, OL Emeagwali, HY Aljuhmani Management Science Letters 9 (4), 505-518 , 2019 2019 Citations: 234
The effect of market-sensing capability on knowledge creation process and innovation evidence from SMEs in Jordan A Alshanty, O Emeagwali, B Ibrahim, M Alrwashdeh Management Science Letters 9 (5) , 2019 2019 Citations: 52
MOST CITED SCHOLAR PUBLICATIONS
The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus M Alrwashdeh, OL Emeagwali, HY Aljuhmani Management Science Letters 9 (4), 505-518 , 2019 2019 Citations: 234
The effect of social media influencers on purchase intention: Examining the mediating role of brand attitude. L Al-Mu'ani, M Alrwashdeh, H Ali, KT Al-Assaf International Journal of Data & Network Science 7 (3) , 2023 2023 Citations: 106
Data to model the effects of perceived telecommunication service quality and value on the degree of user satisfaction and e-WOM among telecommunications users in North Cyprus M Alrwashdeh, A Jahmani, B Ibrahim, HY Aljuhmani Data in brief 28, 104981 , 2020 2020 Citations: 81
The effect of market-sensing capability on knowledge creation process and innovation evidence from SMEs in Jordan A Alshanty, O Emeagwali, B Ibrahim, M Alrwashdeh Management Science Letters 9 (5) , 2019 2019 Citations: 52
Assessing the nexus between knowledge management and firm performance: A data article MJ Adaileh, M Alrawashdeh, H Elrehail, KJ Aladayleh Data in brief 32, 106283 , 2020 2020 Citations: 37
The mediating role of brand credibility between social media influencers and patronage intentions. M Alrwashdeh, H Ali, A Helalat, DA Awad Alkhodary International Journal of Data & Network Science 6 (2) , 2022 2022 Citations: 30
THE IMPACT OF OUTSOURCING ON OPERATIONAL PERFORMANCE: A FIELD STUDY IN INDUSTRIAL COMPANIES IN JORDAN. M Alrwashdeh, MJ Adaileh, H Ali Journal of Management Information & Decision Sciences 25 , 2022 2022 Citations: 8
How do Social Media Marketing activities enhance online Purchase Intention among Jordanian consumers? The role of brand trust and brand engagement M Alrwashdeh Innovative Marketing 21 (2), 291-302 , 2025 2025 Citations: 7
The antecedents of supply chain performance: Business analytics, business process orientation, and information systems support MJ Adaileh, M Alrwashdeh, HZA Alzeat, NS Almatarneh Uncertain Supply Chain Management 10 (2), 399-408 , 2022 2022 Citations: 5
Techno-Stress and Value Pathways in Metaverse-Enabled E-Commerce Services: Evidence From Palestine A Damaj, I Saif, L Al-Mu'ani, M Alrwashdeh, Y Shraim, MA Sharar International Journal of Information Systems in the Service Sector (IJISSS … , 2026 2026
THE NExuS BETWEEN AI-DRIVEN CAPABILITIES AND KNOWLEDGE SYSTEMS IN DIGITAL BuSINESS ENVIRONMENTS M Alsammak, ASA Majid, M Allahham, M Alrwashdeh Management 10 (1), 122-136 , 2026 2026
In the digital landscape: Can social media marketing activities boost brand loyalty in the Jordanian hospitality sector? M Alrwashdeh, N Almatarneh, L Al-Mu’ani, A Hindieh Innovative Marketing 21 (3), 92 , 2025 2025
