Waleed Mugahed Al-Rahmi

This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty in the banking sector in Jordan, and using the two main components of the TAM model, perceived the ease of use and perceived usefulness, to understand the relationship. Data were gathered through an online survey with 329 respondents through online banking services in Jordan. A test of the structural equation model (SEM) indicated that perceived usefulness strongly affects electronic word of mouth (EWM), informativeness (INF), and social media features (SMF); and perceived ease of use is indirectly linked to these factors. Behavioral intention is strongly affected by both the perceived usefulness and the ease of use of online banking services. Based on the self-proposed model, e-marketing has impacted customers’ bank loyalty regarding its online services, and the role of social media marketing has remained very important to enhancing customer-based loyalty. This study contributes to the literature by integrating SMF, EWM, and INF in a single framework. It also provides managerial implications and guides for scholars, managers, and practitioners in e-marketing to use customers’ experience to increase customer loyalty. Further research and suggestions are offered.

This study highlights the challenges faced in providing professional development programs for teachers, including limited resources and conventional training methods. Mobile technology, with its flexibility and cost-effectiveness, is increasingly being used as a part of professional development programs, but existing frameworks do not adequately support the integration of technology. This study proposes a mobile-based training certification framework that includes support for mobile phones, a training curriculum and assessment, expert support, and CPD evaluation. The framework was piloted with 35 participants from Pakistan and Saudi Arabia, with positive results indicating that mobile-based training is effective in enhancing teachers’ learning outcomes. According to the teachers’ responses, 100% agreed that this was a groundbreaking endeavor and expressed excitement to use it. Additionally, 98% found mobile learning easier and more enjoyable than traditional methods. The study recommends the implementation of the mobile-based training certification framework to improve teachers’ professional development and bridge the gap between traditional training methods and the needs of modern-day educators. The study also highlights the potential of mobile-based training to improve student outcomes by developing the knowledge and skills of teachers.