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Word of Mouth also works as a primary determinant of people's positive attitude towards online shopping and retailers. Notably, people are more likely to spend online shopping if they trust online retailers. This study also focuses on the online retail industry in the United Arab Emirates. The Item Response Theory primarily supports the conceptual model of the current research. We employed a cross-sectional design and selected a sample of n= 304 online consumers. Results revealed that the relationships between Positive Word of Mouth, Brand Image, and Causal Attributions are strongly validated (p> 0.000). Besides, the relationships between. Product Quality, Brand Image, and Causal Attributions are also affirmed with the path value at 1.014 and significance value at p> 0.000. Moreover, we also found a potentially significant relationship between Positive Word of Mouth and Product Quality p> 0.000). We also affirmed that the relationship between Brand Image and Causal Attribution is also validated with the significance values at p> 0.000. Lastly, the proposed relationships between we proposed a significant relationship are also validated (p> 0.000). Thus, we conclude that, today, when competition is increasing day by day, it is crucial to examine the consumer psychology that may highlight our several factors as done by the Item Response Theory. Further, we have discussed the study limitations and contributions accordingly.

This research is aimed at investigating the impact of technology on the production of audiovisual content within social media space. The researcher adopted a quantitative approach for investigating the relationship between the variables and a sample of 100 respondents was selected for the research. The literature review of the research found that the majority of the previous researchers have focused on the evolution of audiovisual media over the course of history while a major portion of the literature explores the social functions of social media. The researcher used a survey questionnaire for conducting the current research. The findings of the current research found that there is a significant impact of technology on the production of audiovisual content on social media space. Furthermore, the research findings also show that the social functions of social media play a pivotal role on the technological impact of audiovisual production within the social media space.   Received: 9 June 2022 / Accepted: 31 August 2022 / Published: 5 November 2022

This research focused on the students' perceptions of the role of Artificial Intelligence in the educational content recommendation system by using the SEM- Artificial Neural Network approach. Data obtained from structured surveys indicated that Artificial Intelligence plays a significant role in the educational content recommendation process. Most relationships proposed in the conceptual model remained significant, with p values as strong as p> 0.000. Further, the IPMA and ANN also revealed in-depth results. Thus, this research concludes that the video recommendation system is helping young students to search for and find the educational content they want. Besides, this system also provides them with a searching facility with fewer efforts, adding more value to YouTube as one of the most prominent digital platforms today.

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