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The Impact of Digital Marketing Tools on the E-Reputation of Startups in Algeria

Author

Listed:
  • Ghozlan TELILANI

    (University of 20 August 1955 Skikda, Laboratory of ECOFIMA, Algeria)

  • Djamel BOUTELDJA

    (University of 20 August 1955 Skikda, Laboratory of SFKE, Algeria)

Abstract

With the rapid digital transformation worldwide, it has become imperative for countries to adjust their economic strategies accordingly. In response, Algeria has incorporated startups into its future economic vision. This study utilises Structural Equation Modeling (SEM) through Smart PLS 4 software to measure the impact of digital marketing tools on the e-reputation of startups in Algeria. Four key tools were analysed: websites, social media platforms, mobile applications, and email. The impact of each tool was assessed individually and compared. The findings indicate that digital marketing tools have a positive effect on the e-reputation of Algerian startups, facilitating their expansion and contributing to the country's economic development and prosperity.

Suggested Citation

  • Ghozlan TELILANI & Djamel BOUTELDJA, 2025. "The Impact of Digital Marketing Tools on the E-Reputation of Startups in Algeria," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(1), pages 165-179, February.
    • Handle: RePEc:rom:merase:v:10:y:2025:i:1:p:165-179
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    References listed on IDEAS

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    1. John-Christopher Spender & Vincenzo Corvello & Michele Grimaldi & Pierluigi Rippa, 2017. "Startups and open innovation: a review of the literature," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 20(1), pages 4-30, January.
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    More about this item

    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • O55 - Economic Development, Innovation, Technological Change, and Growth - - Economywide Country Studies - - - Africa

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