“…The tool can capture and summarise expressed preferences, analyse time series, optimise resources, design plans, predict trends, prepare reports, decrease reputational risks, analyse stakeholder attitudes, and solve problems using big data (Lytras et al, 2017;Troisi et al, 2018). Information was collected from various online sites, including Twitter, Instagram, blogs, forums, Googleþ, online newspapers, Pinterest, YouTube, and others, over 12 months basing on Artificial Intelligence approach (Carat u et al, 2023). The tool fits the research questions as it enables the bottom-up approach, a crucial element in conducting dialogic accounting (Brown and Dillard, 2015).…”