IDEAS home Printed from https://ideas.repec.org/a/spr/futbus/v11y2025i1d10.1186_s43093-025-00467-0.html
   My bibliography  Save this article

Classification of start-ups’ digital marketing adoption experiences: an investigation of characteristics and interactions

Author

Listed:
  • Dina El-Shihy

    (NewGiza University (NGU))

  • Noha Hassan

    (NewGiza University (NGU))

Abstract

Purpose This study aims to classify various start-ups based on their experiences with digital marketing adoption. It examines the characteristics of these start-ups and how they interact to influence the adoption process. Design/methodology/approach A quantitative research approach was adopted, utilizing questionnaires administered to 205 founders and managers of Egyptian start-ups. Data were collected on the usage of digital marketing tools, level of utilization, duration of adoption, resource allocation, and budget. A nonparametric decision tree algorithm, visualized using R, was employed for data analysis. Findings The study identifies key characteristics of start-ups that influence their classification in terms of digital marketing adoption. Factors such as digital marketing experience, time and budget allocation, and utilization levels significantly impact this classification. Furthermore, website usage emerged as a crucial criterion distinguishing basic from moderate digital marketing adopters among Egyptian start-ups. Originality This research enhances the understanding of digital marketing adoption among Egyptian start-ups. By classifying start-ups based on demographics and digital marketing practices using a decision tree algorithm, it offers a novel perspective on the topic.

Suggested Citation

  • Dina El-Shihy & Noha Hassan, 2025. "Classification of start-ups’ digital marketing adoption experiences: an investigation of characteristics and interactions," Future Business Journal, Springer, vol. 11(1), pages 1-10, December.
    • Handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00467-0
    DOI: 10.1186/s43093-025-00467-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s43093-025-00467-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s43093-025-00467-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Satish Nambisan, 2017. "Digital Entrepreneurship: Toward a Digital Technology Perspective of Entrepreneurship," Entrepreneurship Theory and Practice, , vol. 41(6), pages 1029-1055, November.
    2. Andrea Weber & Christine Zulehner, 2010. "Female Hires and the Success of Start-Up Firms," American Economic Review, American Economic Association, vol. 100(2), pages 358-361, May.
    3. Shareef, Mahmud Akhter & Mukerji, Bhasker & Alryalat, Mohammad Abdallah Ali & Wright, Angela & Dwivedi, Yogesh K., 2018. "Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 258-268.
    4. Pagani, Margherita & Racat, Margot & Hofacker, Charles F., 2019. "Adding Voice to the Omnichannel and How that Affects Brand Trust," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 89-105.
    5. Chee Sun Lee & Peck Yeng Sharon Cheang & Massoud Moslehpour, 2022. "Predictive Analytics in Business Analytics: Decision Tree," Advances in Decision Sciences, Asia University, Taiwan, vol. 26(1), pages 1-30, March.
    6. Casaló, Luis V. & Flavián, Carlos & Ibáñez-Sánchez, Sergio, 2020. "Influencers on Instagram: Antecedents and consequences of opinion leadership," Journal of Business Research, Elsevier, vol. 117(C), pages 510-519.
    7. Yi Liu & Shuo Yang & Miaochao Chen, 2022. "Application of Decision Tree-Based Classification Algorithm on Content Marketing," Journal of Mathematics, Hindawi, vol. 2022, pages 1-10, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Irene Bertschek & Joern Block & Alexander S. Kritikos & Caroline Stiel, 2024. "German financial state aid during Covid-19 pandemic: Higher impact among digitalized self-employed," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 36(1-2), pages 76-97, January.
    2. Magnus Schückes & Tobias Gutmann, 2021. "Why do startups pursue initial coin offerings (ICOs)? The role of economic drivers and social identity on funding choice," Small Business Economics, Springer, vol. 57(2), pages 1027-1052, August.
    3. Muhammad Farooq Islam & Ozge Can, 2024. "Integrating digital and sustainable entrepreneurship through business models: a bibliometric analysis," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 14(1), pages 1-18, December.
    4. Boeker, Warren & Howard, Michael D. & Basu, Sandip & Sahaym, Arvin, 2021. "Interpersonal relationships, digital technologies, and innovation in entrepreneurial ventures," Journal of Business Research, Elsevier, vol. 125(C), pages 495-507.
    5. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    6. Alessandro Margherita & Emanuele Banchi & Alfredo Biffi & Gianluca di Castri & Rocco Morelli, 2022. "Beyond Total Cost Management (TCM) to Systemic Value Management (SVM): Transformational Trends and a Research Manifesto for an Evolving Discipline," Sustainability, MDPI, vol. 14(19), pages 1-16, October.
    7. Stefano D’Angelo & Angelo Cavallo & Antonio Ghezzi & Francesco Di Lorenzo, 2024. "Understanding corporate entrepreneurship in the digital age: a review and research agenda," Review of Managerial Science, Springer, vol. 18(12), pages 3719-3774, December.
    8. Wang, Le & Luo, Xin (Robert) & Li, Han, 2022. "Envy or conformity? An empirical investigation of peer influence on the purchase of non-functional items in mobile free-to-play games," Journal of Business Research, Elsevier, vol. 147(C), pages 308-324.
    9. Xing, Lu & Gonzalez, Angelica & Sila, Vathunyoo, 2021. "Does cooperation among women enhance or impede firm performance?," The British Accounting Review, Elsevier, vol. 53(4).
    10. Nadia Loukil & Ouidad Yousfi, 2022. "Do CEO’s traits matter in innovation outcomes?," Journal of International Entrepreneurship, Springer, vol. 20(3), pages 375-403, September.
    11. Cong Cheng & Hongfang Cui, 2024. "Combining digital and legacy technologies: firm digital transformation strategies—evidence from Chinese manufacturing companies," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    12. Martín-Rojas, Rodrigo & Garrido-Moreno, Aurora & García-Morales, Víctor J., 2023. "Social media use, corporate entrepreneurship and organizational resilience: A recipe for SMEs success in a post-Covid scenario," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    13. Lalanne, Marie & Seabright, Paul, 2016. "The old boy network: The impact of professional networks on remuneration in top executive jobs," SAFE Working Paper Series 123, Leibniz Institute for Financial Research SAFE.
    14. Kun Wang & Bing Chen & Yuhong Li, 2024. "Technological, process or managerial innovation? How does digital transformation affect green innovation in industrial enterprises?," Economic Change and Restructuring, Springer, vol. 57(1), pages 1-32, February.
    15. Satish Nambisan & Yadong Luo, 2021. "Toward a loose coupling view of digital globalization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1646-1663, October.
    16. Zahoor, Nadia & Zopiatis, Anastasios & Adomako, Samuel & Lamprinakos, Grigorios, 2023. "The micro-foundations of digitally transforming SMEs: How digital literacy and technology interact with managerial attributes," Journal of Business Research, Elsevier, vol. 159(C).
    17. Irina Maiorescu & Mihaela Bucur & Bogdan Georgescu & Daniel Moise & Vasile Alecsandru Strat & Ion Daniel Zgură, 2020. "Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    18. Francisco Olmo-García & Fernando Javier Crecente-Romero & María Teresa Val-Núñez & María Sarabia-Alegría, 2023. "Entrepreneurial activity in an environment of digital transformation: an analysis of relevant factors in the euro area," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    19. Sam Tavassoli & Viroj Jienwatcharamongkhol & Pia Arenius, 2023. "Colocation of Entrepreneurs and New Firm Survival: Role of New Firm Founder’s Experiential Relatedness to Local Entrepreneurs," Entrepreneurship Theory and Practice, , vol. 47(4), pages 1421-1459, July.
    20. Balafoutas, Loukas & Sutter, Matthias, 2019. "How uncertainty and ambiguity in tournaments affect gender differences in competitive behavior," European Economic Review, Elsevier, vol. 118(C), pages 1-13.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00467-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.