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The purpose of this study is to comprehend how AI aids marketers in engaging customers and generating value for the company by way of customer engagement (CE). CE is a popular area of research for scholars and practitioners. One area of research that could have far-reaching ramifications with regard to strengthening CE is artificial intelligence (AI). Consequently, it becomes extremely important to understand how AI is helping the marketer reach customers and create value for the firm via CE.

A detailed approach using both systematic review and bibliometric analysis was used. It involved identifying key research areas, the most influential authors, studies, journals, countries and organisations. Then, a comprehensive analysis of 50 papers was carried out in the four identified clusters through co-citation analysis. Furthermore, a content analysis of 42 articles for the past six years was also conducted.

Emerging themes explored through cluster analysis are CE concepts and value creation, social media strategies, big data innovation and significance of AI in tertiary industry. Identified themes for content analysis are CE conceptualisation, CE behaviour in social media, CE role in value co-creation and CE via AI.

CE has emerged as a topic of great interest for marketers in recent years. With the rapid growth of digital media and the spread of social media, firms are now embarking on new online strategies to promote CE (Javornik and Mandelli, 2012). In this review, the authors have thoroughly assessed multiple facets of prior research papers focused on the utilisation of AI in the context of CE. The existing research papers highlighted that AI-powered chatbots and virtual assistants offer real-time interaction capabilities, swiftly addressing inquiries, delivering assistance and navigating customers through their experiences (Cheng and Jiang, 2022; Naqvi et al., 2023). This rapid and responsive engagement serves to enrich the customer’s overall interaction with the business. Consequently, this research can contribute to a comprehensive knowledge of how AI is assisting marketers to reach customers and create value for the firm via CE. This study also sheds light on both the attitudinal and behavioural aspects of CE on social media. While existing CE literature highlights the motivating factors driving engagement, the study underscores the significance of behavioural engagement in enhancing firm performance. It emphasises the need for researchers to understand the intricate dynamics of engagement in the context of hedonic products compared to utilitarian ones (Wongkitrungrueng and Assarut, 2020). CEs on social media assist firms in using their customers as advocates and value co-creators (Prahalad and Ramaswamy, 2004; Sawhney et al., 2005). A few of the CE themes are conceptual in nature; hence, there is an opportunity for scholarly research in CE to examine the ways in which AI-driven platforms can effectively gather customer insights. As per the prior relationship marketing studies, it is evident that building relationships reduces customer uncertainty (Barari et al., 2020). Therefore, by using data analysis, businesses can extract valuable insights into customer preferences and behaviour, equipping them to engage with customers more effectively.

The rapid growth of social media has enabled individuals to articulate their thoughts, opinions and emotions related to a brand, which creates a large amount of data for VCC. Meanwhile, AI has emerged as a radical way of providing value content to users. It expands on a broader concept of how software and algorithms work like human beings. Data collected from customer interactions are a major prerequisite for efficiently using AI for enhancing CE. AI not only reduces error rates but, at the same time, helps human beings in decision-making during complex situations. Owing to built-in algorithms that analyse large amounts of data, companies can inspect areas that require improvement in real time. Time and resources can also be saved by automating tasks contingent on customer responses and insights. AI enables the analysis of customer data to create highly personalised experiences. It can also forecast customer behaviour and trends, helping businesses anticipate needs and preferences. This enables proactive CE strategies, such as targeted offers or timely outreach. Furthermore, AI tools can analyse customer feedback and sentiment across various channels. This feedback can be used to make necessary improvements and address concerns promptly, ultimately fostering stronger customer relationships. AI can facilitate seamless engagement across multiple digital channels, ensuring that customers can interact with a brand through their preferred means, be it social media, email, or chat. Consequently, this research proposes that practitioners and companies can use analysis performed by AI-enabled systems on CEB, which can assist companies in exploring the extent to which each product influences CE. Understanding the importance of these attributes would assist companies in developing more memorable CE features.

This study examines how prominent CE and AI are in academic research on social media by identifying research gaps and future developments. This research provides an overview of CE research and will assist academicians, regulators and policymakers in identifying the important topics that require investigation.

Can we broaden the boundaries of the history of economic thought to include positionalities articulated by grassroots movements? Following Keynes’s famous remark from General Theory that ‘practical men […] are usually the slaves of some defunct economist,’ we might be wont to dismiss such a push from below. While it is sometimes true that grassroots movements channel preexisting economic thought, I wish to argue that grassroots economic thought can also precede developments subsequently elaborated by economists. This paper considers such a case: by women at the intersection of the women’s liberation movement and the claimants’ unions movement in 1970s Britain. Oral historical and archival work on these working-class women and on achievements such as their succeeding to establish unconditional basic income as an official demand of the British Women’s Liberation Movement forms the springboard for my reconstruction of the grassroots feminist economic thought underpinning the women’s basic income demand. I hope to demonstrate, firstly, how this was a prefiguration of ideas later developed by feminist economists and philosophers; secondly, how unique it was for its time and a consequence of the intersectionality of class, gender, race, and dis/ability. Thirdly, I should like to suggest that bringing into the fold this particular grassroots feminist economic thought on basic income would widen the mainstream understanding and historiography of the idea of basic income. Lastly, I hope to make the point that, within the history of economic thought, grassroots economic thought ought to be heeded far more than it currently is.

The purpose of this paper is to provide a comprehensive review of scholarly literature on community-based enterprise (CBE) through a bibliometric analysis and to comprehend the qualitative dimensions of research in this specific field.

The study is based on scholarly papers indexed in Scopus from 1990 to 2021. The bibliometric analysis focuses on journals, documents, writers, organizations and countries. VOSviewer is used for network visualization mapping of citation, co-citation, bibliographic coupling and co-occurrence of keywords.

The analysis of the bibliometric aspects of CBE literature reveals an upward trend in publication of CBE documents, with a significant increase of research productivity in the past few years. This behaviour shows that CBE is becoming increasingly popular among academics and practitioners. The document “Toward a theory of community based enterprise” by Ana Maria Peredo is the most cited document. USA has so far published the maximum number of documents in this field.

This study provides an overview of the current state of research in the subject as well as the primary themes explored in this burgeoning discipline, with the potential to help the researchers identify new topics and gaps that need to be investigated further.

This work contributes to the literature by conducting a bibliometric analysis that has not yet been explored. It gives an overview of the field’s organization as well as specifics on the major issues explored in this discipline.

This study aims to examine the dynamics of traditional wayang kulit or shadow puppet knowledge management in a community-based enterprise (CBE) known as “Wisata Wayang” in Wukirsari Village, Yogyakarta, Indonesia.

A qualitative case study was adopted, which allows the author to explore the dynamics or uniqueness of an event or cultural phenomenon more deeply.

The shadow puppet is an artefact of Javanese culture with rich life philosophy and wisdom. It guides people the pursuit of harmony with themselves, others, the universe and God. The success of knowledge management of the shadow puppet at CBE was supported by the high entrepreneurial orientation of the administrators. This study showed that entrepreneurial orientation should be extended into sociopreneurial with additional aspects, including preservation mission and communality, promoting the emergence of grassroots innovations. The knowledge of shadow puppet craft in this village is passed through nyantrik, also known as apprenticeship.

No previous research has explored the dynamics of traditional knowledge management in the context of CBE in Indonesia. As Indonesia has rich traditional knowledge from hundreds of tribes and prominent communal cultures, this study of community-based knowledge management contributes new insights in the knowledge management literature.

The aim of this paper is to examine the existing literature circa 2010–2023 of introductory wine education involving sensory experience components in an objective, transparent and replicable manner. Sensory experience education normally involves the usage of the five senses (smell, taste, sight, feel and hearing) as means to demonstrate, scaffold and illuminate introductory-level wine curricula. This study identifies the methodologies used in existing in educational wine sensory experience literature, identifies the pedagogical utilities of current wine research and explores findings useful for wine educators.

This paper uses the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) for literature review reporting.

From the existing body of literature involving wine sensory experience in education (N = 20), five pedagogical utilities emerged from the dataset: wine sensory experience training (n = 7), wine sensory analysis techniques (n = 5), teaching environment (n = 5), wine and food pairing (n = 2) and psychological context (n = 1). Furthermore, experimental design is the preferred method (n = 14) of research related to wine sensory experience in education.

This study provides utility for wine educators at the college and university level and may provide perspective and tools for firms seeking consumer engagement through wine education.

To the researchers' knowledge, there are no literature reviews that explore wine sensory experience in education. Thus, the primary contributions of this study are threefold: identification of current gaps in wine education research, identification of future research questions and avenues of study, and resources for curriculum improvement of introductory wine courses.

The purpose of this paper was to ascertain how social entrepreneurs were required to recognize their new ventures’ scope and scale of operations. The firm boundary was based upon two dimensions, namely, the scope of the offering and its scale. The objective of this research was to ascertain the thinking regarding this of social entrepreneurs engaged through technology-based social entrepreneurship (TBSE).

This study conducted an in-depth interview of 26 technology entrepreneurs engaged in social entrepreneurship ventures in India. The interview was carried out based upon a semi-structured open-ended questionnaire. This study undertook thematic and relational content analysis to develop a model of technology-based social entrepreneurs’ venture scoping and scaling.

This study found that the antecedent variables were the level of support perceived by social entrepreneur from government and at the industry level. Furthermore, the variables’ entrepreneurial and market orientation of social entrepreneurs were found to be the independent variables. These four variables in turn determined the explorative and exploitative horizon of the technology-based social entrepreneurs. Finally, an interplay of these variables ascertained the perspectives of social entrepreneurs engaged in TBSE regarding the notion of their firm’s scope and scale.

The theoretical insights developed in this research study provided an integrated theoretical perspective accommodating both environmental perspectives (industry support and government support) and organizational perspectives (entrepreneurial and market aspects). This was in context of TBSE.

The insights from this research study could provide a robust and comprehensive understanding to social entrepreneurs regarding the strategic thinking towards scale and scope for a technology-based social venture.

To the best of the author’s knowledge, this study was one of the first theoretical works in TBSE towards scaling versus scoping perspectives.

This paper aims to explore the succession intentions of daughters in family businesses in Sri Lanka by shedding light on the motives behind their willingness to succeed in the family business.

A qualitative approach using semi-structured interviews was used to explore the factors that may influence succession intentions among a group of seven prospective successor-daughters.

Findings showed that while a majority of the daughters sampled have positive succession intentions, there were a few who were either undecided or unwilling. Interestingly, what motivated some daughters to be willing successors was also considered demotivating for others. Daughters perceived succession in family businesses to be impacted by both personal and family background, traditional gender-role expectations and other socio-cultural factors.

Findings from this study provide key insights into gender-related issues with regard to succession in family businesses.

This study aims to study the implementation of lean thinking at the strategic level of an Italian manufacturing company. Companies implementing continuous improvement (CI) projects in their production processes often take the monitoring phase for granted. This research deploys an A3 lean thinking project in the monitoring phase of strategic KPIs upon completion of several ongoing improvement projects.

The research methodology is action research aiming at disseminating the problems that the company is facing. The study relies on the lean action plan developed by Womack and Jones (2003): Planning for lean and Lean action. Lean planning consists of the following steps: find a change agent; get the knowledge; find a lever. Lean action uses the A3 lean approach.

The company reached high-performance improvements due to the proposed lean action plan.

This study contributes by presenting a lean action plan in the monitoring phase, highlighting the importance of the lean thinking-monitoring continuum in reducing time waste for faster diagnosis and using action research to analyze and instill reflective learning.

The research relies on the A3 methodology to showcase the benefits that a mature paradigm, often coined to production, still has unexplored potentials.

The aim of this study is to explore how women in Sri Lanka cultivate entrepreneurial personae to navigate the various gendered roles they situationally enact, as they attempt to secure legitimacy and acceptance and overcome their otherness. Drawing on Goffman's theorisation of symbolic interaction, this study investigates how gender informs the performance of entrepreneurship in Sri Lanka. In this way, the study engages with the challenges women in the Global South navigate while undertaking entrepreneurship, and it contributes to the critical entrepreneurship literature on the intertwined nature of gender and entrepreneurship.

Following feminist standpoint epistemology (FSE), this qualitative study focuses on women entrepreneurs in Sri Lanka by examining the performance of entrepreneurship through 44 life history interviews (LHIs) and 40 Field Observations conducted over a seven-month period.

The findings reveal that women carefully cultivate entrepreneurial personae by striking a balance between entrepreneurial ideals and patriarchal social expectations around womanhood. The findings of the study present how the entrepreneurial personae are constructed by way of appearance, mannerism and setting, which presents opportunities for future research to explore the dramaturgical aspect of gender and entrepreneurship.

This study contributes to the growing body of feminist research surrounding women entrepreneurs, by drawing on insights from the lived experiences of women entrepreneurs in the Global South. This study also expands Goffman's theorisation of audience segregation and shows that a subject's understanding of the audience shapes their personae. A further contribution of this research is how space becomes an extension of the personae at play.