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Social Entrepreneurial Marketing and Innovation in B2B Services: Building Resilience with Explainable Artificial Intelligence

Author

Listed:
  • Femi Olan

  • Thanos Papadopoulos

    (Kent Business School, University of Kent)

  • Konstantina Spanaki

    (Audencia Business School)

  • Uchitha Jayawickrama

    (Loughborough University)

Abstract

Explainable artificial intelligence (XAI) and other digital technologies are altering the nature of social entrepreneurship, marketing, and other service activities. The structures and strategies of entrepreneurs undergo radical change as a result of the impact of XAI on marketing and innovation. Despite the increased interest in business to business (B2B) literature, there are limitations on how and what circumstances the activities of B2B marketing on social entrepreneurship. Therefore, this study outlines how XAI will impact B2B services by building resilience during and after crisis events such as the COVID-19 pandemic. To develop an in-depth understanding on the theories of social entrepreneurship, B2B marketing, and emerging technologies, this study set apart and conceptualize relevant factors and linkages. The result shows that based on a survey of 295 samples of B2B services entrepreneurial businesses, XAI enhances the establishment of a sustainable resilience for B2B marketing activities and contribute to building social entrepreneurial strategies for B2B marketing innovation.

Suggested Citation

  • Femi Olan & Thanos Papadopoulos & Konstantina Spanaki & Uchitha Jayawickrama, 2026. "Social Entrepreneurial Marketing and Innovation in B2B Services: Building Resilience with Explainable Artificial Intelligence," Post-Print hal-04850236, HAL.
    • Handle: RePEc:hal:journl:hal-04850236
    DOI: 10.1007/s10796-025-10583-5
    Note: View the original document on HAL open archive server: https://hal.science/hal-04850236v2
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    References listed on IDEAS

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