Karim Ben Yahia

This chapter examines the role of artificial intelligence in green marketing and its contribution to sustainable consumer value. Drawing on a systematic literature review of 69 studies published between 2015 and 2025 and guided by the PRISMA protocol, the chapter synthesizes a fragmented body of research at the intersection of digital transformation and sustainability. The analysis identifies key mechanisms through which artificial intelligence operates, including analytical capability, sustainability communication, behavioral influence, trust formation, and systemic enablement. By integrating insights from multiple theoretical perspectives, the chapter develops a multidimensional framework that positions artificial intelligence as a strategic, behavioral, relational, and systemic enabler of sustainability-oriented marketing outcomes. The findings provide a structured foundation for future research and offer practical insights for organizations seeking to align technological innovation with sustainability objectives.

The strategic tension between global standardization and local adaptation represents a foundational challenge for multinational corporations (MNCs), a dilemma particularly acute in the execution of...

This chapter explores how generative AI (GenAI) technologies are transforming the landscape of digital impression management by reconfiguring how individuals construct, perform, and optimize their online identities. Using an interdisciplinary framework grounded in Goffman's dramaturgical theory, affordance theory, social identity theory, and emotional labor theory, the chapter introduces the ABCDE model, Appearance, Behavior, Communication, Digital Presence, and Emotional Balance, to analyze the socio-technical dimensions of AI-mediated self-presentation. Drawing on an empirical audit of 1,200 GenAI-generated professional profiles, the study reveals how algorithmic systems both enable and constrain identity expression, often reinforcing cultural, gendered, and occupational biases. The findings underscore the dual role of GenAI as both a democratizing tool and a vector of standardization, raising urgent ethical, psychological, and design challenges for equitable digital selfhood.

Purpose: This paper aims to explore the challenges and opportunities of cryptocurrency adoption in Tunisia, focusing on the perspectives of users and professionals. Specifically, it seeks to investigate the underlying factors influencing the adoption and usage of cryptocurrencies in the Tunisian context, including regulatory, technological and socio-economic considerations. By conducting a comprehensive analysis of the motivations, perceptions and experiences of cryptocurrency users and professionals, this research aims to provide valuable insights into the dynamics of cryptocurrency adoption in emerging markets. Through a nuanced examination of these factors, the study ultimately seeks to inform policy decisions, industry practices and future research directions aimed at fostering the responsible and sustainable integration of cryptocurrencies and blockchain technologies into the Tunisian economy. Design/methodology/approach: A qualitative approach was used, combining 18 in-depth interviews with professionals alongside netnographic research conducted within two Facebook groups and a Discord group. Data analysis was carried out using T-LAB Plus 2022 software to identify key barriers and motivations to cryptocurrency adoption. Findings: The findings reveal four distinct categories of cryptocurrency enthusiasts, along with the primary obstacles to adoption, including regulatory uncertainty, risks of fraud and theft and legal ambiguity. Motivations for adoption include revolutionary sentiments, profit-driven motives and peer influence. Furthermore, blockchain technology is recognized for its potential to enhance transparency and drive economic growth in Tunisia, particularly in sectors such as finance, agriculture and public services. The study reveals key differences between users and professionals in cryptocurrency and blockchain adoption. Users are driven by revolutionary goals and financial gain, while professionals emphasize risks, regulatory ambiguity and the need for clear legal frameworks. This contrast underscores the need for balanced policies that consider both perspectives. Research limitations/implications: Limitations of this research include the small sample size due to data confidentiality and the difficulty in recruiting cryptocurrency holders, many of whom were hesitant to participate due to legal concerns. A future quantitative study could further explore these findings and broaden the generalizability of the conclusions, particularly concerning blockchain technology’s potential to drive economic growth. Practical implications: The findings of this study highlight the need for regulatory clarity and consumer protection measures to foster trust and legitimacy in the cryptocurrency and blockchain markets in Tunisia. Additionally, educational initiatives and support for blockchain-based projects could promote innovation and economic growth in the region. Social implications: Addressing the barriers to cryptocurrency adoption could have significant social implications, including increased financial inclusion, economic empowerment and technological advancement in Tunisia. By fostering an environment conducive to cryptocurrency and blockchain use, the country could position itself as a hub for digital innovation in the region. Originality/value: This study offers a unique insight into cryptocurrency adoption in Tunisia, exploring user perspectives in an emerging market facing structural challenges. By comparing user experiences with professional insights, it also sheds light on the divergent views within the ecosystem, offering a comprehensive understanding of the barriers and opportunities in cryptocurrency adoption.

Psychological contract breach (PCB) is a phenomenon that occurs when employees perceive that their organization has failed to fulfill its obligations or promises can lead to a number of negative consequences for employees, including reduced well-being. PCB has been widely studied in various contexts and disciplines, but there is a lack of comprehensive and systematic review of the literature on PCB in the Indian context. This paper aims to fill this gap by conducting a bibliometric analysis of the literature on PCB in the Indian context using data from Scopus database. The paper analyzes 31 articles published between 2011 and 2023, and examines the patterns, trends, and gaps in the literature based on various indicators, such as publication year, author, affiliation, documents type, and subject area. In this paper, we offer insights and implications for researchers and practitioners who are interested in PCB in the context of India, and we suggest directions for further research in this field.

The revival of the value of cultural heritage is imperative for the conservation of this asset. An anchoring between past and present is essential for any nation concerned with preserving this rich heritage, and protecting it from deperdition. A new conceptualization of the preservation of Tunisian cultural heritage in a post-crisis context integrates the role of the state as well as the private sector/NGOs and international institutions to conserve and subsequently promote this heritage. This approach tends to revive certain components of cultural heritage and to revitalize the economic sphere that revolves around it. This research focuses on the integration of digitalization and innovative techniques in order to preserve or even promote Tunisia’s cultural heritage. Qualitative research, through the combination of in-depth interviews and focus groups, was carried out with the governmental sector, private/NGOs, and foreign institutions whose aim is to promote this heritage. The combination of the results of these sectors tends to provide a pragmatic picture of the current post-crisis situation in addition to important managerial contributions. An analysis of the qualitative corpus via T-LAB Plus 2022 made it possible to identify the technologies most mentioned by the respondents.

It is important for management to make its employees fully satisfied at work by reducing emotional exhaustion and increasing their involvement. Today the majority of companies strive to improve their employees’ performance by providing them with all the facilities they need to maintain their physical and psychological well-being and thereby enhance their effectiveness. Therefore, the current study aims to examine whether job involvement mediates the relationship between emotional exhaustion and job satisfaction among financial sector employees. An analysis of 200 responses from financial sector employees was conducted using a survey. To gather information, a set of tools including emotional exhaustion, job satisfaction, job involvement and biographical information from bank employees were used. A structural equation model was used to analyze the relationships. The results showed a positive correlation between emotional exhaustion and job involvement between emotional exhaustion and job satisfaction and between job involvement and job satisfaction. Thus, it is observed that job involvement mediates and has a significant impact on job satisfaction. The current findings have their own significance for social scientists and managers since they provide a framework for designing work arrangements in a way to prevent emotional exhaustion while increasing employees’ level of job involvement and job satisfaction. The study concludes with a discussion of limitations and suggestions for future research.