Empirical study

External factorsexert an enormous influence on the exigencies of changing the technological course of individualsectors. Digitalizationrepresents not a new milestone in the evolution of education, but its technological and methodological development. Due to a period of constraints, caused by COVID-19 pandemic, educational institutions at all levels in most countries have been forced to resort to digitalization of the learning process. Intelligent learning software provide their users with a variety of options to design and individualize the learning process, as well as independence from time and space. Teachers benefit from flexible content generation and just-in-time assessment of learners' progress, evaluation of large task sets, knowledge sharing with other teachers and knowledge institutions. Learners benefit from anytime availability of learning tools and just-in-time feedback. In our investigation, we consider the current state-of-the-art of educational software. Considering the results of quantitative empirical study and analysis of educational issues solvable by artificial intelligence, we present a developed and tested framework for selected educational problem.

Purpose : This study investigates the impact of Social Customer Relationship Management (SCRM) on consumer behavior in small and medium-sized enterprises (SMEs) in Iran. It specifically examines the influence of SCRM key consumer behavior variables: satisfaction, loyalty, engagement, retention, and word-of-mouth (WOM). Method : The research employed an applied and descriptive survey design. Data were collected through an online questionnaire distributed to consumers of SMEs in Khuzestan province, Iran, using convenience sampling method. The questionnaire included 25 items measuring six constructs: SCRM, satisfaction, loyalty, engagement, retention, and WOM. Structural equation modeling (SEM) was employed via Smart-PLS3 software to analyze the data and test the hypotheses. Findings : The results indicate that SCRM exerts a significant positive impact on all five consumer behavior dimensions. Path coefficients were high and statistically significant: satisfaction (β = 0.848, p < 0.01), loyalty (β = 0.827, p < 0.01), engagement (β = 0.871, p < 0.01), retention (β = 0.901, p < 0.01), and WOM (β = 0.914, p < 0.01). The model fit indices (GOF = 0.68) confirmed the robustness of the research model. Conclusion : The study concludes that SCRM is a powerful tool for enhancing consumer behavior outcomes in SMEs. By leveraging social media technologies, SMEs can improve customer interactions, personalize services, and foster long-term relationships, leading to increased satisfaction, loyalty, engagement, retention, and positive word-of-mouth. These findings highlight the importance of adopting SCRM strategies to gain a competitive advantage and achieve sustainable business growth in the digital era.