Stakeholder Engagement and Social Sustainability Practices in Innovative Italian SMEs: The Mediating Role of Artificial Intelligence

This study aims to examine how stakeholder engagement shapes social sustainability in innovative Italian SMEs, highlighting the mediating role of Artificial Intelligence (AI). Drawing on Ajzen’s extended Theory of Planned Behavior and stakeholder theory, it proposes that higher levels of stakeholder engagement foster stronger intentions to adopt socially responsible practices, ultimately yielding more effective social outcomes. The research further posits that AI tools-encompassing chatbots, predictive analytics, and big data-reinforce the transition from intention to action by enabling proactive communication and personalized stakeholder interactions. A cross-sectional survey of 2,273 innovative SMEs identified through the Italian Chamber of Commerce will capture stakeholder engagement measures, AI capabilities, and social sustainability practices. Structural Equation Modeling (SEM) will test the proposed relationships, controlling for firm-level attributes such as size, financial performance, and age. The findings will show how AI-driven capacities and robust stakeholder engagement foster social sustainability, offering practical insights for managers and policymakers.