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Recent Comments
Dear Editors,
I would like to submit the following chapter proposal for consideration in your edited volume *From Linear to Circular Business Models — AI-Driven Sustainable Growth in Emerging Markets*.
Proposed Chapter Title
Generative AI and Social Media Intelligence for Circular Business Model Innovation in Emerging Markets: A Capability‑Based Framework and Research Agenda
Abstract
Emerging markets face mounting pressure to move from linear, extractive models toward circular business models (CBMs) while simultaneously navigating rapid digitalization and fragmented data ecosystems. Although artificial intelligence is widely recognized as a catalyst for sustainable, growth‑oriented transformation, the specific mechanisms through which generative AI (GenAI) and social media intelligence enable circular business model innovation remain under‑theorized, particularly in resource‑constrained and institutionally complex contexts. This chapter addresses this gap by proposing a capability‑based conceptual framework that links GenAI‑driven social media intelligence to circular business model innovation in emerging markets.
We conceptualize generative AI models (large language models, multimodal generators, conversational agents) as augmenting a multi‑layer social media intelligence capability. The framework distinguishes three interrelated mechanisms: (1) generative extraction and sense‑making of circularity‑relevant signals from unstructured social data, allowing firms to detect reuse, repair, and recycling preferences in real time; (2) AI‑enabled stakeholder engagement and co‑creation of closed‑loop value propositions via platform‑mediated interactions; and (3) predictive sustainability analytics for anticipating resource flows and demand fluctuations, thereby supporting the redesign of value loops and circular supply‑chain configurations. Anchored in dynamic capabilities and socio‑technical transition perspectives, the framework explains how these mechanisms can reorient firms from linear value capture toward regenerative, circular growth trajectories.
Methodologically, the chapter combines a focused, Scopus‑based mapping of work at the intersection of GenAI, social media analytics, circular economy, and emerging markets with illustrative cases (e.g., Indian textile SMEs, Kenyan agritech platforms, Southeast Asian electronics recycling ecosystems) to ground the framework empirically. The chapter concludes with a targeted research agenda specifying propositions, methodological pathways, and governance issues (including data sovereignty and algorithmic bias) for scaling AI‑driven circular business models in emerging economies.
Author
Dr. Nidal Al Said, Associate Professor, College of Mass Communication, Ajman University, Ajman, United Arab Emirates.
Email: n.alsaid@ajman.ac.ae
Kind regards,
Dr. Nidal Al Said