This book brings together papers from the Social Science International Research Conference (SSIRC) 2025, a global forum hosted by North-West University, South Africa, that brings together scholars, practitioners, and emerging researchers to explore the evolving landscape of social sciences in the age of artificial intelligence.Focusing on the theme “Social Sciences Research in the AI Era: Opportunities, Challenges and Threats,” the papers explore contemporary issues across business management, finance, economics, law, human resource management, marketing, education, and emerging technologies.This volume offers valuable perspectives for academics, policymakers, and professionals navigating the intersection of social sciences and technological innovation.

Ephrem Habtemichael Redda is a Research Professor at the WorkWell Research Unit, Faculty of Economic and Management Sciences, North-West University, South Africa. His scholarly expertise lies at the intersection of digital marketing, consumer behaviour, artificial intelligence, and sustainable consumption, with a strong focus on advancing the Sustainable Development Goals, particularly SDG 12 (Responsible Consumption and Production) and SDG 4 (Quality Education). His research examines AI-driven marketing analytics, consumer decision-making in digital environments, and responsible consumption in emerging economies. In addition to his marketing scholarship, Professor Redda conducts extensive research on economic integration in Africa, with particular focus on the Southern African Development Community (SADC) and the East African Community (EAC). His work examines monetary integration, macroeconomic convergence, and regional policy coordination as pathways to inclusive growth and sustainable development on the African continent. Professor Redda has published extensively in peer-reviewed international journals and has made significant scholarly contributions through edited books and conference proceedings, with a particular focus on digital transformation, sustainability, and marketing strategy. Over the course of his academic career, he has authored more than 50 accredited journal articles, contributed to over 10 conference proceedings, and published several book chapters. In addition, he has presented more than 30 research papers at both national and international academic conferences and has been invited to serve as a keynote speaker and resource person at several international conferences. He currently serves as Chair of the Social Sciences International Research Conference (SSIRC) and Editor of its peer-reviewed conference proceedings. He has supervised and examined numerous Master’s and PhD candidates and regularly serves as a peer reviewer for international journals. His work reflects a strong commitment to research–policy linkage, capacity development, and international academic collaboration across Africa, Europe, and Asia.