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Netnographic Study on the Adoption of Inbound Marketing by E-Commerce Platforms in Algeria

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Hanane Meslem

    (Université de Bejaia)

  • Ayoub Abbaci

    (Ecole Nationale Polytechnique)

Abstract

This research studies the adoption of inbound marketing by E-commerce platforms in Algeria. The analysis is based on an observational and a Netnographic study which was done by the authors and supported by traffic statistics from Similar Web. An observation of the combination of inbound marketing techniques was carried out on a couple of Algerian platforms, with a view to extracting a set of guideline principles to leverage the incoming approach. These techniques were chosen based on what we deemed most suitable for our cases in the literature review. The results generated several key recommendations aiming to improve the effectiveness of the inbound approach, particularly within e-commerce platforms in Algeria.

Suggested Citation

  • Hanane Meslem & Ayoub Abbaci, 2024. "Netnographic Study on the Adoption of Inbound Marketing by E-Commerce Platforms in Algeria," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Teresa Borges-Tiago & Flavio Tiago (ed.), Strategic Innovative Marketing and Tourism, pages 57-64, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-51038-0_7
    DOI: 10.1007/978-3-031-51038-0_7
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