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

Autores/as

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

DOI:

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

Palabras clave:

Marketing bancaire, ; Esprit entrepreneuriat, Jeunes entrepreneurs, Entrepreneuriat

Resumen

Esta revisión narrativa de la literatura examina de manera sistemática la evolución del espíritu emprendedor en el contexto del marketing bancario digital. El análisis revela una transformación significativa en la concepción del emprendimiento, influenciada por los avances tecnológicos y las estrategias de marketing de las instituciones financieras. El marketing bancario digital emerge como un catalizador clave, ofreciendo herramientas personalizadas y apoyo continuo a los emprendedores. Las investigaciones destacan la creciente importancia de las plataformas digitales, las aplicaciones móviles y las redes sociales en la relación banco–emprendedor. Sin embargo, persisten desafíos, especialmente en materia de seguridad de datos y equilibrio entre automatización e interacción humana. Las perspectivas sugieren una mayor integración de la inteligencia artificial y el big data, lo que plantea interrogantes sobre la evolución del espíritu emprendedor. Basado en un análisis de la literatura científica que abarca el período 2000–2024, este estudio pone de relieve la necesidad de un enfoque interdisciplinario para comprender y apoyar eficazmente el emprendimiento en un entorno digital en constante evolución, abriendo así nuevas vías para la investigación y la innovación en este ámbito.

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