Le marketing digital bancaire et la promotion de l'esprit entrepreneurial des jeunes porteurs de projets : Une revue théorique

Said GOUMGHAR

doi:10.23882/ijdam.26303

Authors

Said GOUMGHAR ENCG d'Agadir, Université Ibn Zohr, Maroc https://orcid.org/0009-0001-2276-6192

DOI:

https://doi.org/10.23882/ijdam.26303

Keywords:

Marketing bancaire, ; Esprit entrepreneuriat, Jeunes entrepreneurs, Entrepreneuriat

Abstract

This narrative review of the literature systematically examines the evolution of the entrepreneurial spirit within the context of digital banking marketing. The analysis reveals a significant transformation in the conception of entrepreneurship, influenced by technological advancements and the marketing strategies of financial institutions. Digital banking marketing emerges as a key catalyst, offering personalized tools and continuous support to entrepreneurs. Research highlights the growing importance of digital platforms, mobile applications, and social media in the bank–entrepreneur relationship. However, challenges persist, particularly regarding data security and the balance between automation and human interaction. Future perspectives suggest greater integration of artificial intelligence and big data, raising questions about the evolution of the entrepreneurial spirit. Based on an analysis of scientific literature covering the period 2000–2024, this study emphasizes the need for an interdisciplinary approach to effectively understand and support entrepreneurship in a constantly evolving digital environment, thereby opening new avenues for research and innovation in this field.

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