Social Entrepreneurial Marketing and Innovation in B2B Services: Building Resilience with Explainable Artificial Intelligence
研究可解释人工智能如何帮助B2B服务企业在危机后构建韧性，基于295家企业的调查，发现XAI能增强B2B营销的可持续韧性并推动社会创业营销创新。
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.