Digital maturity and corporate reputation in Jordanian insurance companies: The role of digital marketing, customer engagement, and brand trust

Push notifications are a core functionality of mobile apps and allow app publishers to interact with existing app users and send promotional content. Since every push notification can also interrupt or annoy app users, the frequency of push notifications is a critical success factor. This study investigates how different frequencies of push notifications affect the behavior of app users of mobile apps in retail. In an experiment with 17,500 app users, five different frequencies are tested over seven weeks, and the effects on real observed app user behavior are analyzed. The results show that as the frequency of the non-personalized push notifications increases, uninstalls increase, and the direct open rate of push notifications decreases. A significant influence on indirect opens cannot be proven. The results provide practitioners with important insights into the potential harm that a too high frequency of push notifications can cause. Furthermore, the results support the importance of relevant content tailored to the respective user.

From a global perspective, the business environment has become highly dynamic, unpredictable, and competitive due to external forces – mostly technology – that generate change. The aim of this study is to investigate the influence of digital technologies on South African business sectors. The sample includes small and medium enterprises (SMEs) in the KwaZulu-Natal province. Being qualitative by design, the study used semi-structured interviews for data collection, with eight interviews in the Durban area. SME managers were purposefully selected as participants based on their management positions in the business/company and that they oversee the business operation and understand the influence of digital transformation in the business. The interviews were then transcribed after data collection to determine any recurring themes. In the effectiveness of digital transformation, the study identified themes such as “gaining exposure” and “gaining effective sales figures” as a result of implementing digital transformation, which was indicated by six of eight participants. The findings showed that digital transformation significantly affects building customer relationships and ensuring easy accessibility of the business. The results further indicate online selling and digital marketing as the leading digital platforms successfully implemented by most South African SMEs. Lastly, the study revealed digital maintenance and rapid changes in technology as challenging factors. Moreover, the study recommends that South African SMEs implement more available digital technologies to gain additional exposure.

Digital marketing has become a central driver in tourism promotion, reshaping how destinations engage with potential visitors. This study investigates the impact of digital marketing strategies ‒ social media marketing, electronic word-of-mouth (e-WOM), and online advertising ‒ on brand awareness and tourists’ intention to visit destinations in Saudi Arabia’s Asir region. The study utilized a sample size of 400 participants, with a 70% response rate, resulting in 280 completed surveys. The sample represented a diverse demographic, with 57.1% male, 42.9% female, 89.3% Saudi nationals, and 96.4% domestic tourists. Data were collected from tourists visiting key attractions such as the Al-Soudah Mountains and Abha, either in person or via digital channels. The survey assessed the effectiveness of digital marketing tools and their influence on brand awareness, intention to visit, and tourist satisfaction.
The results analyzed using descriptive statistics, correlation analysis, and multiple regression, revealed that all three digital marketing strategies significantly influenced both brand awareness and the intention to visit. Social media marketing showed the strongest impact (β = 0.31**, p < 0.01), followed by online advertising (β = 0.30**, p < 0.01) and e-WOM (β = 0.25**, p < 0.01). These findings highlight the effectiveness of digital marketing in shaping tourist behavior and decision-making, with significant implications for tourism marketing in emerging destinations like Asir.

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.