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

    for a different version of it.

    References listed on IDEAS

    as
    1. 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.
    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. Satish Nambisan, 2017. "Digital Entrepreneurship: Toward a Digital Technology Perspective of Entrepreneurship," Entrepreneurship Theory and Practice, , vol. 41(6), pages 1029-1055, November.
    4. 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.
    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. 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.
    7. 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.
    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. Mariani, Marcello M. & Fosso Wamba, Samuel, 2020. "Exploring how consumer goods companies innovate in the digital age: The role of big data analytics companies," Journal of Business Research, Elsevier, vol. 121(C), pages 338-352.
    2. Schmück, Kilian & Schückes, Magnus & Gutmann, Tobias & Gassmann, Oliver, 2025. "Less trust, more truth: Implications and design choices for business models and platform ecosystems in the age of Web3," Technological Forecasting and Social Change, Elsevier, vol. 211(C).
    3. Weking, Jörg & Desouza, Kevin C. & Fielt, Erwin & Kowalkiewicz, Marek, 2023. "Metaverse-enabled entrepreneurship," Journal of Business Venturing Insights, Elsevier, vol. 19(C).
    4. Shaheer, Noman Ahmed & Li, Sali, 2020. "The CAGE around cyberspace? How digital innovations internationalize in a virtual world," Journal of Business Venturing, Elsevier, vol. 35(1).
    5. 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.
    6. Piñeiro-Chousa, Juan & López-Cabarcos, M. Ángeles & Romero-Castro, Noelia María & Pérez-Pico, Ada María, 2020. "Innovation, entrepreneurship and knowledge in the business scientific field: Mapping the research front," Journal of Business Research, Elsevier, vol. 115(C), pages 475-485.
    7. 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.
    8. 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.
    9. Urša Golob & Mark A. P. Davies & Joachim Kernstock & Shaun M. Powell, 2020. "Trending topics plus future challenges and opportunities in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 123-129, March.
    10. 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.
    11. Daniel Fackler & Claus Schnabel & Joachim Wagner, 2013. "Establishment exits in Germany: the role of size and age," Small Business Economics, Springer, vol. 41(3), pages 683-700, October.
    12. 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.
    13. Jinqiu He & Huiwen Su, 2022. "Digital Transformation and Green Innovation of Chinese Firms: The Moderating Role of Regulatory Pressure and International Opportunities," IJERPH, MDPI, vol. 19(20), pages 1-21, October.
    14. 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.
    15. 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.
    16. 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.
    17. Eleni Kilipiri & Eugenia Papaioannou & Iordanis Kotzaivazoglou, 2023. "Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    18. Xing, Lu & Gonzalez, Angelica & Sila, Vathunyoo, 2021. "Does cooperation among women enhance or impede firm performance?," The British Accounting Review, Elsevier, vol. 53(4).
    19. Saurabh A. Lall & Li-Wei Chen & Dyana P. Mason, 2023. "Digital platforms and entrepreneurial support: a field experiment in online mentoring," Small Business Economics, Springer, vol. 61(2), pages 631-654, August.
    20. Liu, Kai & Chen, Jiayi & Tian, Yuan & Qu, Baobo & Iqbal, Badar Alam, 2025. "Import demand, digital empowerment and firm innovation," Journal of Asian Economics, Elsevier, vol. 98(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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.