The rapid digital transformation has significantly impacted public governance, particularly through the adoption of e-government systems. While numerous studies have highlighted the benefits of e-government at the national level, attention to its implementation at the local authority level remains limited. Local authorities face unique challenges, such as limited technological infrastructure, inadequate staff competencies, and varying levels of public trust. This study aims to identify the key factors influencing e-government adoption at the local level and evaluate its impact using a quantitative approach. Data were collected from 150 local authorities in urban and rural areas through structured surveys and analyzed using multiple linear regression. The study’s results indicate that digital infrastructure has the strongest influence on e-government adoption, with a regression coefficient of ? = 0.45 (p = 0.001). Staff competency (? = 0.35, p = 0.015) and public perception (? = 0.25, p = 0.045) also significantly contribute to adoption levels. Together, these three factors explain 65% of the variance in e-government adoption (R² = 0.65). These results align with the Technology Acceptance Model (TAM), which identifies perceived ease of use and perceived usefulness as key determinants of technology acceptance. This study contributes to the existing literature by focusing on the context of local authorities and providing empirical evidence on how infrastructure, staff competencies, and public perceptions influence e-government adoption. The results underscore the importance of improving technological infrastructure, investing in staff training, and promoting digital literacy among the public to accelerate digital transformation at the local level.

This study examines the effect of personalization-based digital marketing strategies on brand loyalty within cross-cultural contexts, employing A/B testing and multivariate analysis methods. The research is motivated by the critical role of digital marketing in fostering consumer relationships and the challenges of understanding cultural differences that influence consumer responses to marketing strategies. The primary objective of the study is to analyze how cultural dimensions moderate the effectiveness of personalized marketing content in enhancing brand loyalty. The study was conducted through an experiment involving 200 participants divided into two groups: one group received personalized digital content, while the other received standard content. Multivariate Analysis of Variance (MANOVA) was used to evaluate the effects of culture and marketing strategies on brand loyalty, consumer satisfaction, and product recommendations. The results indicate that personalized content significantly increases brand loyalty (M = 4.5, SD = 0.8) compared to standard content (M = 3.8, SD = 1.0; p < 0.05). Additionally, consumers from collectivist cultures demonstrated a more positive response to personalized content, with higher brand loyalty scores (M = 4.6) compared to those from individualist cultures (M = 4.0). This study underscores the importance of cultural sensitivity in digital marketing strategy planning. Integrating personalization elements with an understanding of cultural contexts has been shown to enhance consumer engagement and foster stronger brand loyalty. These results provide both empirical contributions and practical guidance for companies in designing effective marketing campaigns for diverse global markets.