Ibrahim Harazneh

Type of the article: Research Article

Abstract
The global trend towards digital transformation and the adoption of social media marketing as a primary channel for communicating with customers is increasing loyalty in the insurance sector. This study aims to examine the impact of social media marketing on brand reputation, loyalty, and advocacy in the Jordanian insurance sector. The study adopts a quantitative approach and uses a cross-sectional survey design to collect data from a targeted segment of insurance customers in Amman, Jordan. A structured opinion poll was conducted in Jordan between May 1, 2025 and August 15, 2025, targeting participants who follow insurance companies on social media platforms. Convenience sampling was used to ensure consistency across the target groups, with 391 valid responses distributed. The study results demonstrated the significant impact of social media platforms on building brand reputation (β = 0.445, p < 0.0000). The analysis confirmed the effective role of brand reputation in enhancing loyalty (β = 0.380, p < 0.000). Durham’s brand reputation also enhances brand advocacy among the general public (β = 0.339, p < 0.0000), highlighting the importance of brand loyalty in building a loyal audience (β = 0.373, p < 0.0000). The study results confirm the effectiveness of social media marketing strategies in building brand reputation, which enhances loyalty and advocacy, providing critical insights for Jordanian insurance companies.

Type of the article: Research Article

Abstract
This study examines how innovation and sustainability influence the recovery of Jordan’s tourism and hotel sector, and whether their combined effect accelerates recovery beyond separate contributions. Annual data for 2010–2024 are compiled from the United Nations World Tourism Organization, the World Bank World Development Indicators, the Jordan Ministry of Tourism and Antiquities, the Global Innovation Index, and the Environmental Performance Index. A recovery index tracks sector performance relative to the 2019 baseline, while conditions are controlled using gross domestic product per capita, inflation, and exchange rate stability. Fixed-effects regression results indicate that innovation is positively associated with recovery (coefficient 0.41, probability value 0.001), and sustainability is positive and statistically significant (coefficient 0.34, probability value 0.032). The interaction between innovation and sustainability is positive and statistically significant (coefficient 0.48, probability value 0.009), showing complementarity: innovation yields larger recovery gains when sustainability performance is stronger. Exchange rate stability supports recovery (coefficient 0.19, probability value 0.021), and the model explains variation in outcomes (adjusted coefficient of determination 0.72). Robustness checks with alternative specifications confirm stable coefficient signs and significance. The findings support policy packages that align innovation investment with sustainability improvements to strengthen resilience and speed recovery in Jordan for long-term competitiveness.