International Journal of Management and Marketing Intelligence

AI-Powered Chatbots in the Telecommunications Industry in Jordan: Studying the Factors Impacting Consumer Adoption

2025-12-27T07:33:38+00:00

This study empirically investigates the factors influencing Jordanian customers’ behavioral intention to adopt the Hala Chatbot in the telecommunications sector. Based on existing literature, the research identifies five key factors; perceived ease of use, perceived usefulness, perceived enjoyment, trust, and service quality that shape attitudes toward chatbot usage. The study also examines the mediating role of attitude and the moderating effect of user satisfaction. Data were collected through a questionnaire from a purposive sample of 307 Zain chatbot users. Statistical analyses were performed using Smart-PLS. The findings reveal that perceived usefulness, service quality, and trust significantly influence behavioral intention, with perceived usefulness and service quality having the strongest positive impact. Additionally, perceived ease of use, perceived usefulness, trust affect attitudes toward chatbots, with service quality demonstrating the most substantial influence. However, neither ease of use, perceived enjoyment nor user satisfaction affect the relationship between attitude and behavioral intention. These results offer valuable insights for improving chatbot adoption strategies in the telecommunications industry, highlighting the critical roles of perceived usefulness, service quality, and trust in shaping user behavior and attitudes.

A systematic literature Review of Panic Buying During Unknown Risks: The Covid-19 Pandemic as an Example

2026-02-08T21:10:22+00:00

This study aims to systematically review the literature on panic buying phenomenon during the COVID-19 pandemic, its triggers, causes, and consequences and to identify the determinates of panic buying during the COVID-19 crises based on the articles’ participating countries, research methods, and theories. The systematically literature review methodology is done through searching multiple databases which are Google scholar, ScienceDirect, Emerald and ProQuest. The systematic literature review has been conducted by analyzing 38 papers. The study found that panic buying behavior forms vary as rational or irrational, conscious or unconscious, and imitative or deliberate based on the buyer's mentality and the surrounding situational cues. The findings highlighted the need for better understanding of panic buying phenomenon during the pandemic and more insightful investigations on the role of government, media and society in exacerbating or controlling the situation.

The Impact of Instagram as an Advertising Tool on Healthy Food Awareness

2026-02-09T19:02:13+00:00

The rise of social media platforms has transformed how organizations communicate health-related information to consumers. This study examines the impact of Instagram advertising characteristics on consumers' healthy food awareness in the United Arab Emirates. Specifically, the research investigates five key advertisement characteristics: informativeness, endorser credibility, entertainment, customization, and repetition, and their effects on healthy food awareness. A quantitative research design was employed, collecting survey data from 450 respondents in the UAE context. The data were analyzed using Structural Equation Modeling (SEM) with SPSS AMOS to assess the measurement and structural models. The findings revealed that all five hypotheses were supported, demonstrating that advertisement informativeness, endorser credibility, entertainment, customization, and repetition positively and significantly influence healthy food awareness. The study contributes to the literature by providing empirical evidence on the effectiveness of Instagram advertising in promoting awareness of healthy food and offering practical implications for health marketers, food companies, and policymakers seeking to leverage social media platforms for health promotion initiatives.