In the face of pressing global challenges, coupling the synergy of dance arts, sustainability, and marketing communications emerges as a potent catalyst for advancing sustainable behavior within society. Although prior research has examined the emotional stimulations raised by dance performance, it has not systematically demonstrated the role of traditional dance as a vehicle for sustainability marketing communications. This study fills this gap by using the AIDA model (Attention, Interest, Desire, Action) as a foundation, conceptualizing dance performance elements into seven dimensions, and incorporating emotional engagement and environmental consciousness to foster sustainable behavior. Collaborating with Taiwanese dance troupe, the research produced a performance titled, ‘The New Dragon Palace Chronicle’, which focuses on the themes of destruction and preservation of underwater life, enriched with cultural and sustainability symbolism. The hypothesis were tested on a sample of 315 Taiwanese audience who watching the performance. The results confirmed that the seven dimensions of the dance elements have substantial validity and reliability, significantly drawing the attention of the audience as preliminary stage of awareness. This attention fosters emotional engagement and amplified environmental consciousness and significantly influences interest, desire, and ultimately, sustainable behavior action. The findings underscore the vital role of dance art performance in nurturing actions that contribute to social sustainability.

Incorporating AI tools like ChatGPT into higher educational settings has been beneficial for education, yet the extent of user satisfaction with the information provided by these tools, known as user information satisfaction (UIS), remains underexplored. Our study introduces a UIS model specifically designed for ChatGPT's application in the educational sector. Drawing from established UIS theory, we crafted a model centered around seven essential factors that influence the effective use of ChatGPT, aiming to guide both educators and learners in overcoming common challenges such as plagiarism and ensuring the ethical use of AI. We gathered data from Indonesian university participants and applied Structural Equation Modeling using Smart-PLS 4.0 for our data analysis. The results reveal that completeness, precision, timeliness, convenience, and the format of information as the most influential factors driving user satisfaction with ChatGPT. Interestingly, our research indicated that the accuracy and reliability of the information, typically deemed paramount, were not the primary concerns in the academic use of ChatGPT. Our findings lead to a recommendation for a cautious approach to the integration of ChatGPT in higher education. We advocate for a strategic use that recognizes its innovative potential while also acknowledging its limitations, thus ensuring a responsible and effective application in educational contexts. This balanced perspective is crucial for integrating AI tools into the academic fabric without compromising educational integrity or quality.