Netnographic Study on the Adoption of Inbound Marketing by E-Commerce Platforms in Algeria

Hanane Meslem and Ayoub Abbaci ()
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Hanane Meslem: Université de Bejaia
Ayoub Abbaci: Ecole Nationale Polytechnique

A chapter in Strategic Innovative Marketing and Tourism, 2024, pp 57-64 from Springer

Abstract: Abstract This research studies the adoption of inbound marketing by E-commerce platforms in Algeria. The analysis is based on an observational and a Netnographic study which was done by the authors and supported by traffic statistics from Similar Web. An observation of the combination of inbound marketing techniques was carried out on a couple of Algerian platforms, with a view to extracting a set of guideline principles to leverage the incoming approach. These techniques were chosen based on what we deemed most suitable for our cases in the literature review. The results generated several key recommendations aiming to improve the effectiveness of the inbound approach, particularly within e-commerce platforms in Algeria.

Keywords: Inbound marketing; E-commerce; Algeria (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-51038-0_7

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DOI: 10.1007/978-3-031-51038-0_7

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