Abdelrehim Awad

In today’s highly competitive business environment, organizations, particularly in the airline industry, are increasingly adopting electronic customer relationship management (E-CRM) to enhance customer engagement and achieve a competitive edge. This study aims to analyze the impact of E-CRM on the competitive advantage of EgyptAir, focusing on customer satisfaction as a mediating factor. Employing a descriptive and analytical methodology, the paper surveyed 355 EgyptAir customers, utilizing a structured questionnaire to gather data on E-CRM practices, customer satisfaction, and competitive advantage. The findings reveal a significant positive correlation between E-CRM and competitive advantage, with a correlation coefficient (R) of 0.56 and a determination coefficient (R²) of 0.315, indicating that E-CRM accounts for 31.5% of the variance in competitive advantage. Furthermore, the results demonstrate that customer satisfaction significantly mediates this relationship, with E-CRM explaining 43.9% of the variance in customer satisfaction (R² = 0.439) and a direct positive impact of customer satisfaction on competitive advantage (R = 0.38, R² = 0.247). Path analysis using AMOS v.24 confirmed these findings, showing both direct and indirect effects of E-CRM on competitive advantage through customer satisfaction. The model fit indices (CFI = 0.894, RMSEA = 0.000) suggest a robust model. The study underscores the crucial role of E-CRM in fostering customer satisfaction and enhancing competitive advantage in the airline industry, providing valuable insights for airlines aiming to leverage E-CRM for sustainable success.

Acknowledgments
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

The rapid advancement of artificial intelligence (AI) is transforming the e-commerce landscape, prompting businesses to adopt innovative marketing strategies. This study investigates the relationship between AI applications and marketing innovation in Egyptian e-commerce retailers, with a focus on the mediating role of organizational culture. The research employed a quantitative approach, utilizing a survey to gather data from 260 Egyptian e-retail store owners, managers, and marketers. The findings reveal a significant positive correlation between AI applications and marketing innovation, with organizational culture playing a crucial mediating role. The correlation coefficient (R) between AI and organizational culture was found to be 0.76, indicating that AI explains 57% of the variance in organizational culture. Similarly, the correlation coefficient (R) between AI and marketing innovation was 0.70, suggesting that AI explains 49% of the variance in marketing innovation. Path analysis further demonstrated a significant indirect effect of AI on marketing innovation through organizational culture. The study concludes that the integration of AI into marketing strategies can substantially enhance innovation, particularly when complemented by a supportive organizational culture. It underscores the importance for e-commerce retailers to invest in AI technologies and cultivate a culture that embraces technological advancements to drive marketing innovation and achieve sustainable competitive advantage.

Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

The rapid advancement of digital technology has significantly affected various sectors, including education. Integrating digital tools and platforms in human resource management offers opportunities to enhance efficiency and organizational performance. This study investigates the impact of digital transformation on human resource performance in educational directorates in Egypt. A descriptive analytical methodology was employed, utilizing a structured questionnaire distributed to 450 administrative officials across eight randomly selected directorates out of the 27 directorates in Egypt, constituting approximately 30% of the total. The study retrieved 413 questionnaires, with about a 91% response rate. Data analysis reveals a significant positive correlation between digital transformation and the quality of human resource performance. Strategic planning (R² = 0.901), leadership development (R² = 0.699), skills acquisition (R² = 0.899), and institutional infrastructure (R² = 0.907) are identified as key factors that significantly influence HR performance. The findings suggest that embracing digital transformation and investing in these dimensions can lead to enhanced human resource performance in educational institutions. The study concludes that digital transformation can significantly improve human resource performance in the education sector, emphasizing the need for strategic planning, leadership development, skills acquisition, and a supportive organizational culture to fully leverage the potential of digital technologies.

In the digital age, viral marketing has emerged as a key driver in shaping brand equity, particularly in the highly competitive Egyptian home appliances sector. Traditional marketing strategies have proven insufficient in reaching consumers with the same efficacy as viral campaigns, which leverage digital platforms and consumer networks. This study examines the influence of viral marketing on brand equity dimensions – brand awareness, perceived quality, brand loyalty, and brand association – through the lens of both customer perception and legal frameworks Using a quantitative research design, data were collected from 270 respondents across 389 companies, with a response rate of approximately 70% of the total population in Egypt’s home appliances sector, with simple linear regression analysis employed to assess the relationships. The results indicate a strong positive effect of viral marketing on brand equity. Specifically, viral marketing accounts for 27.2% of the variance in brand awareness (R² = 0.272, p < 0.001), 28.1% in perceived quality (R² = 0.281, p < 0.01), 13.6% in brand loyalty (R² = 0.136, p < 0.05), and 40.9% in brand association (R² = 0.409, p < 0.001). Furthermore, the study finds that regulatory compliance plays a moderating role, ensuring that viral marketing campaigns remain within ethical and legal bounds, thereby enhancing consumer trust and the long-term impact of marketing efforts.
These findings highlight the strategic value of integrating viral marketing with a firm understanding of legal frameworks to optimize brand equity in Egypt’s home appliances industry. This research provides actionable insights for brand managers and marketers looking to maximize the efficacy of their viral campaigns while maintaining brand integrity.

Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

The management of dormant accounts and unclaimed balances is a pressing challenge in the banking sector of the United Arab Emirates (UAE), particularly given the complex regulatory landscape. This study analyzes 150 dormant accounts across five major UAE banks (Emirates NBD, First Abu Dhabi Bank, Dubai Islamic Bank, Sharjah Islamic Bank, and Abu Dhabi Commercial Bank) and identifies gaps in the legal framework, including the absence of clear definitions and handling of non-monetary assets.
The study investigates the legal framework governing dormant accounts, specifically focusing on the Dormant Accounts System No. 1 of 2020. The results highlight critical issues, including the lack of clear timelines for transferring unclaimed balances and inconsistencies in communication protocols for notifying account holders. Furthermore, the study emphasizes the need for standardized practices across financial institutions in the UAE.
To address these challenges, the study proposes legislative amendments to improve asset management and consumer protection. Key recommendations include establishing standardized definitions, implementing automated tracking systems for dormant accounts, and integrating dormant balances into social welfare programs to enhance public trust. These reforms could significantly improve operational efficiency and legal clarity in the UAE banking sector, contributing to a more transparent and effective management of dormant accounts and unclaimed balances.

Acknowledgments
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at the University of Bisha for supporting this work through the Fast-Track Research Support Program.

Social media facilitates banks’ interaction with consumers and provides critical information about their behaviors and preferences. Nevertheless, given the sensitive nature of financial information, maintaining stringent confidentiality is of paramount importance. This study aims to examine the impact of social media marketing (SMM) dimensions on customer knowledge management (CKM) in UAE public banks, focusing on the moderating role of banking confidentiality. The study utilized a quantitative methodology with a correlational framework; data were collected from 283 respondents, who are active customers of First Abu Dhabi Bank, Emirates NBD, and Abu Dhabi Commercial Bank, through a structured questionnaire. These customers were surveyed to understand their interaction with social media campaigns, the information banks request from them, their willingness to share personal data, and their perceptions of safety and legal protections. The results revealed a strong positive relationship between SMM dimensions and CKM, with SMM explaining 65.9% of the variance in CKM outcomes (R² = 0.659, p < 0.01). Among the SMM dimensions, customization had the highest impact (R² = 0.766), followed by word-of-mouth (R² = 0.697) and aesthetics (R² = 0.651). Additionally, confidentiality was found to significantly enhance the effectiveness of SMM, with a moderating effect increasing explained variance by 6.5% (ΔR² = 0.065, β = 0.25, p < 0.01). These findings suggest that public banks in the UAE should integrate personalized SMM strategies with stringent confidentiality measures to optimize CKM. This approach not only enhances customer engagement but also builds trust, fostering sustainable growth in the digital era.

Acknowledgements
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

This study investigates the impact of Knowledge Management (KM) practices, enhanced by smart technologies, on organizational performance within public pharmaceutical organizations in Cairo Governorate, Egypt. Using a descriptive-analytical approach, the study targeted employees from five public pharmaceutical companies in Cairo Governorate, including Memphis Pharmaceuticals, Arab Pharmaceuticals, Cairo Pharmaceuticals, Nile Pharmaceuticals, and EIPICO. These companies were selected based on their public listing and accessible workforce data. Respondents included administrative and technical staff, ensuring a representative sample of the sector. The sample size of 372 was calculated using a 95% confidence level and a 5% margin of error, proportionally distributed across organizations and roles. The results of the study reveal that KM practices significantly enhance operational efficiency and foster innovation, with quantitative evidence showing that KM positively influences operational efficiency (β = 0.42, p < 0.01) and innovation (β = 0.35, p < 0.05). The analysis also indicates that strategic leadership plays a moderating role in the relationship between KM practices and organizational performance. Specifically, the moderation effect of leadership strengthens the impact of KM on operational efficiency (interaction term: β = 0.18, p < 0.05) and innovation (interaction term: β = 0.21, p < 0.05). These findings underscore the critical role of leadership in aligning KM practices with strategic goals, highlighting the potential for public pharmaceutical organizations to achieve higher efficiency and innovation. Organizations operating in highly regulated sectors can drive continuous improvement and achieve sustainable performance outcomes by integrating KM frameworks with advanced technologies and strategic leadership.

Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at the University of Bisha for supporting this work through the Fast-Track Research Support Program.

Social media significantly influences investor behavior, particularly in emerging markets like the Egyptian stock market. This study examines its impact on trading frequency, herding behavior, and overconfidence among Egyptian investors. Data were collected through a structured survey of 300 active investors, distributed via two prominent Facebook pages: “The Popular Union of Investors in the Egyptian Stock Market” and “Investment in the Egyptian Stock Market.” The sample was determined using Cochran’s formula for large, undefined populations, achieving a 78% response rate from the 385 recommended respondents. A descriptive quantitative approach was employed, utilizing correlation tests and regression analysis to assess relationships between social media engagement and investor behavior.
Findings indicate that social media usage significantly increases trading frequency, as investors make more reactive decisions based on rapidly available information. Herding behavior is also positively associated with social media engagement, demonstrating that investors tend to follow market trends and decisions discussed in online communities. Additionally, social media exposure fosters overconfidence, leading to increased risk-taking behavior. These insights highlight the critical role of social media in shaping investor behavior, with practical implications for regulators, financial advisors, and individual investors. Regulators should promote investor education on the cognitive biases linked to social media engagement, while financial advisors must address its influence on client decision-making. Future research should explore platform-specific features, such as visual content and influencer-driven financial advice, to better understand their effects on investment strategies.

Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

This study aims to analyze the role of sustainable social responsibility in enhancing business sustainability, with entrepreneurial culture serving as a mediating variable. Focusing on Bisha University in Saudi Arabia, it demonstrates how the university’s socially responsible practices foster an entrepreneurial culture that, in turn, drives sustainable business outcomes within the local community. A descriptive-analytical approach was adopted, with data collected through a structured survey distributed to 200 faculty members of University of Bisha, yielding 190 valid responses. Hypotheses were tested using simple linear regression and path analysis to explore both direct and indirect relationships among the study variables.
The findings reveal that sustainable social responsibility significantly impacts business sustainability, explaining 49.1% of its variability. Additionally, entrepreneurial culture mediates this relationship, contributing an indirect effect of 0.446 and amplifying the total impact of social responsibility on business sustainability to 70.1%. Sustainable social responsibility also explains 46.5% of the variability in entrepreneurial culture. Model fit indices confirm the robustness of the relationships, with strong statistical significance across all paths. These results underscore the strategic importance of universities in integrating social responsibility into their operations to foster entrepreneurial culture and achieve sustainable outcomes. This study provides valuable insights for higher education institutions aiming to align their academic and operational practices with sustainability goals, contributing to broader initiatives like Saudi Vision 2030.

Acknowledgments
The Deanship of Graduate Studies and Scientific Research at University of Bisha is acknowledged for supporting this work through the Fast-Track Research Support Program.