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

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

DOI:

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

Palavras-chave:

Marketing bancaire, ; Esprit entrepreneuriat, Jeunes entrepreneurs, Entrepreneuriat

Resumo

Esta revisão narrativa da literatura examina de forma sistemática a evolução do espírito empreendedor no contexto do marketing bancário digital. A análise revela uma transformação significativa na concepção do empreendedorismo, influenciada pelos avanços tecnológicos e pelas estratégias de marketing das instituições financeiras. O marketing bancário digital surge como um catalisador essencial, oferecendo ferramentas personalizadas e apoio contínuo aos empreendedores. As pesquisas destacam a crescente importância das plataformas digitais, dos aplicativos móveis e das redes sociais na relação banco–empreendedor. No entanto, persistem desafios, especialmente no que diz respeito à segurança de dados e ao equilíbrio entre automação e interação humana. As perspectivas apontam para uma maior integração da inteligência artificial e do big data, levantando questões sobre a evolução do espírito empreendedor. Com base na análise da literatura científica que abrange o período de 2000 a 2024, este estudo evidencia a necessidade de uma abordagem interdisciplinar para compreender e apoiar de forma eficaz o empreendedorismo em um ambiente digital em constante evolução, abrindo assim novos caminhos para a pesquisa e a inovação nesse campo.

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