دور التسويق الرقمي في بناء العامة التجارية للمؤسسة الناشئة "دراسة حالة مؤسسات ناشئة جزائرية

Abstract

This study aims to analyze the role of digital marketing in building brand equity within Algerian startups, by exploring actual practices and assessing their contribution to enhancing brand awareness and positioning in consumers’ minds. A Descriptive analytical approach was adopted, given its suitability for the research topic, using semi-structured interviews as the main data collection tool. The study sample consists of five Algerian startups selected through purposive sampling, operating in different sectors including language education, clothing commerce, and architecture. This diversity enables a comparative analysis reflecting the variety of the entrepreneurial ecosystem. Data were analyzed using content analysis techniques. The findings reveal that Facebook is the most widely used digital marketing platform in the Algerian context. The study also highlights sectoral differences in digital marketing practices, with influencer marketing being particularly effective in the clothing sector, while service-oriented businesses rely more on credibility building and direct customer interaction. Additionally, several challenges were identified, including the lack of specialized skills, weak strategic planning, and difficulties in maintaining consistent content production. The study emphasizes the need to institutionalize digital marketing functions within startups and adopt long-term strategies aligned with the specific characteristics of the Algerian market.