European Journal of Applied Business and Management

The European Journal of Applied Business and Management (EJABM) is pleased to announce the following articles that have been accepted for publication and will appear in upcoming issues of the journal. All manuscripts have undergone a rigorous double-blind peer review process.

Corporate Social Responsibility for Strategic Distinctiveness: A Review
Svitlana Ostapenko

This article explores the role of Corporate Social Responsibility (CSR) as a strategic tool for differentiation. Through a systematic literature review, it identifies key perspectives linking CSR to competitive advantage, consumer perception, and firm performance. The study highlights the potential of CSR to address major societal challenges such as climate change and demographic shifts, while also emphasizing the contextual factors that influence its effectiveness.

International Financial Reporting Standards Adoption and Financial Reporting Quality in Nigeria: A Comparative Analysis of Manufacturing and Banking Sectors
Mbazulike Juliet Uche; Oluwamayowa Olalekan Iredele; Semiu Babatunde Adeyemi

This study examines the impact of IFRS adoption on financial reporting quality in Nigeria, comparing the manufacturing and banking sectors. Using discretionary accruals as a proxy, the findings reveal contrasting outcomes: a decline in reporting quality in the manufacturing sector and no significant change in banking. The study underscores the importance of strong institutional frameworks and regulatory enforcement in ensuring the effectiveness of IFRS adoption.

Entrepreneurial Role Models and Entrepreneurship Education: Shaping Entrepreneurial Intentions and Aspirations in China
Mehdi Zacharia Ebrahimi

This article examines how local entrepreneurial role models and entrepreneurship education influence entrepreneurial intentions and aspirations among young adults in China. Drawing on a narrative review grounded in key theoretical frameworks, the study highlights the growing impact of successful local startups on perceived attainability of entrepreneurship. It also identifies challenges in the coherence and practical alignment of entrepreneurship education, emphasizing the need to strengthen its quality and effectiveness in fostering entrepreneurial motivation.

Guest Editors:

Jorge Remondes, IPP/ISCAP, CEOS/P.P, Portugal

José Alberto Carvalho dos Santos Claro, UNIFESP, Santos (SP), Brasil

Belmiro do Nascimento João, PUC/SP, São Paulo, Brasil

Sandrina Teixeira, IPP/ISCAP, CEOS/P.P, Portugal

Francisco Antonio Serralvo, PUC/SP, São Paulo, Brasil

Jorge Lopes, ISAG, Portugal

INTRODUCTION

Artificial intelligence (AI) has significantly transformed marketing, providing new opportunities for personalization, operational efficiency, and data-driven decision-making. According to Verma et al. (2021), AI allows companies to analyze large volumes of data to identify patterns in consumer behavior, facilitating the creation of more effective and targeted marketing campaigns. Kumar, Ashraf, and Nadeem (2024) point to the potential of AI to revolutionize marketing through enhanced, personalized customer insights, automation of marketing strategies, and more efficient operations.

In addition, AI has been instrumental in improving customer engagement. Gupta and Khan (2024) point out that using AI-based chatbots and virtual assistants improves the customer experience by providing quick and personalized responses, resulting in greater satisfaction and loyalty.

However, integrating AI into marketing also raises ethical questions and challenges related to data privacy. Senyapar and Nurgul (2024) warn that companies must implement responsible practices in using AI, ensure transparency in automated processes, and respect consumer rights.

POSSIBLE TOPICS

This special issue of the European Journal of Applied Business and Management aims to explore the emerging trends, challenges, and opportunities associated with the evolution of AI-based marketing. We invite researchers and practitioners to submit papers contributing to a deeper understanding of this dynamic and rapidly changing field.

Possible topics for this special number include, but are not limited to:

-AI-based personalization and predictive analytics in marketing;

-AI-driven customer insights;

-Behavioral segmentation and algorithmic targeting;

-Ethics and privacy in the use of AI in marketing;

-Ethical implications;

-Chatbots and digital assistants in the consumer experience;

-Enhancing customer experiences;

-Impact of AI on customer loyalty and satisfaction;

-Development of AI-based marketing strategies;

-Case studies on the implementation of AI in marketing campaigns;

-Challenges in integrating AI in small and medium-sized enterprises;

-Regulation and public policies related to marketing with AI;

-Future of digital marketing with the evolution of artificial intelligence;

-Measuring marketing performance;

-Automated marketing strategies;

-Growth opportunities with AI implementation;

-Others.

IMPORTANT DATES

Deadline for submission:December 30, 2025

Acceptance notification: February 28, 2026

Publication: March 30, 2026

REFERENCES

Gupta, Y., & Khan, F. M. (2024). Role of artificial intelligence in customer engagement: A systematic review and future research directions. Journal of Modelling in Management, 19(1), 45–62. DOI:10.1108/JM2-01-2023-0016

Kumar, V.,  Ashraf, A. R. & Nadeem, W. (2024). AI-powered marketing: What, where, and how?. International Journal of Information Management, 77, 102783, DOI/10.1016/j.ijinfomgt.2024.102783.

Senyapar, D., & Nurgul, H. (2024). Artificial Intelligence in Marketing Communication: A Comprehensive Exploration of the Integration and Impact of AI. Technium Social Sciences Journal, 39(1), 112–130. DOI:10.47577/tssj.v55i1.10690

Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002