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

Femi Olan (), Thanos Papadopoulos, Konstantina Spanaki and Uchitha Jayawickrama
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Thanos Papadopoulos: Kent Business School, University of Kent
Konstantina Spanaki: Audencia Business School
Uchitha Jayawickrama: Loughborough University

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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.

Keywords: Emerging Technology; Explainable Artificial Intelligence; B2B Marketing; Social Entrepreneurship; Resilience; Innovation (search for similar items in EconPapers)
Date: 2026-03
Note: View the original document on HAL open archive server: https://hal.science/hal-04850236v2
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Published in Information Systems Frontiers, 2026, 28 (1), pp.47-60. ⟨10.1007/s10796-025-10583-5⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04850236

DOI: 10.1007/s10796-025-10583-5

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