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

Auteurs

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

DOI :

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

Mots-clés :

Marketing bancaire, ; Esprit entrepreneuriat, Jeunes entrepreneurs, Entrepreneuriat

Résumé

Cette revue narrative de la littérature examine de manière systématique l'évolution de l'esprit entrepreneurial dans le contexte du marketing digital bancaire. L'analyse révèle une transformation significative de la conception de l'entrepreneuriat, influencée par les avancées technologiques et les stratégies marketing des institutions financières. Le marketing digital bancaire émerge comme un catalyseur clé, offrant des outils personnalisés et un soutien continu aux entrepreneurs. Les recherches soulignent l'importance croissante des plateformes numériques, des applications mobiles et des réseaux sociaux dans la relation banque-entrepreneur. Cependant, des défis persistent, notamment en matière de sécurité des données et d'équilibre entre automatisation et interaction humaine. Les perspectives suggèrent une intégration accrue de l'intelligence artificielle et du big data, soulevant des questions sur l'évolution de l'esprit entrepreneurial. Sur la base d'une analyse de la littérature scientifique couvrant la période 2000-2024, cette étude met en lumière la nécessité d'une approche interdisciplinaire pour comprendre et soutenir efficacement l'entrepreneuriat dans un environnement numérique en constante évolution, ouvrant ainsi de nouvelles voies pour la recherche et l'innovation dans ce domaine.

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