Résumé: Tourists can freely share their travel experiences online, where others can read them, view photos and videos of visits, and gather information before choosing a destination for their future trips. In the context of virtual communities, this study proposes a theoretical framework that outlines the relationship between the credibility, quality, and vividness of shared information, community experience, the adoption of eWOM messages, and the intention to visit a destination. Additionally, the moderating effect of perceived risk on the relationship between community experience and message adoption is examined. The new model was validated through PLS-SEM based on an online survey of 497 members of virtual consumption communities focused on tourism, travel, hospitality, tourist experiences, and recommendations related to Algerian destinations, considered as representatives of Generation Y. The results confirm that online community experience serves as a mediator in the relationship between eWOM characteristics (credibility, quality, and vividness) and the adoption of eWOM messages, which, in turn, mediates the relationship between online community experience and visit intention. Finally, perceived risk significantly moderates the relationship between eWOM characteristics, community experience, and the adoption of eWOM messages shared in various virtual communities. Key words: Virtual Community, community experience, generation Y, eWOM adoption, perceived risk

Résumé: New green ventures are increasingly recognized as key actors in advancing sustainable development within emerging economies. In Algeria, however, their growth remains constrained by limited resources and insufficient institutional support. This study examines the significance of funding support and training. Based on twelve semi-structured interviews conducted with mew ventures across sectors such as agriculture, green technologies, and health and wellness. The findings reveal that sustainability and the entrepreneurial ecosystem are the most prominent themes. Financial constraints emerge as a major barrier, particularly the lack of financing mechanisms specifically tailored to green ventures. Conversely, training through incubators, mentoring, and expert guidance proves essential in strengthening entrepreneurial skills, networks, and project viability. The study concludes that funding support and training function as two complementary pillars for the growth of green ventures, particularly startups in Algeria. Keywords New green ventures ; training ; funding support ; Algeria

Résumé: Artificial Intelligence integration has become vital for startups in their early development stages. This study investigates the perceptions and readiness of student entrepreneurs in Algerian university incubators to adopt AI, focusing on marketing and training. Using a qualitative approach, 11 semi-structured interviews were conducted with participants from varied academic and sectoral backgrounds. Data were analyzed thematically with NVivo15, incorporating matrix coding and frequency mapping, and cross-referenced by participant attributes. Findings highlight that training and institutional support are critical prerequisites, especially for non-technical students. Marketing is seen as the most promising area for AI application. Keywords University Incubator ; Startups ; Artificial Intelligence ; Marketing

Résumé: This study aims to examine the influence of content marketing on brand image and brand awareness, drawing upon a comprehensive review of existing literature and an empirical case study. The primary objective is to identify the strategic levers that enable firms to enhance the effectiveness of their content marketing initiatives. Through this analysis, the study seeks to address the following research question: How effectively can content marketing enhance brand image and boost awareness among target audiences? The findings confirm that content marketing, including its tools such as trends and advertising, plays a pivotal role in enhancing brand awareness. Furthermore, this research provides managerial implications and outlines directions for future investigations. Keywords Content Marketing ; Trends ; Advertising ; Brand Awareness ; Brand image

Résumé: Environmental entrepreneurship can play a key role in addressing ecological challenges, particularly when these issues are characterized by uncertainty and complexity. Such challenges represent significant entrepreneurial opportunities; especially as current markets are reaching their limits in terms of sustainability. The rise in venture capital investment in clean technologies (“cleantech”) clearly illustrates this trend. When driven by profit and supported by an innovation-friendly ecosystem, environmental entrepreneurship offers a promising path toward ecological transition, especially in areas where traditional regulatory approaches have proven ineffective. (York & Venkataraman, 2010) Small innovative firms (“Emerging Davids”) play a complementary role in the sustainable transformation of industries. (Hockerts & Wüstenhagen, 2010) They can benefit from investments made by large companies seeking access to sustainable technologies through startup funding. Green Corporate Venture Capital (CVC) helps align environmental and economic objectives while generating competitive advantage. (Bendig, Stegemann, Schulz, & Eckardt, 2022) These startups need guidance and support from incubators to ensure their success. University-based incubators, in particular, contribute to integrating startups into the ecosystem, especially during their early stage (Pinto & Rua, 2023). The evaluation of business incubators is essential for the overall development of a country’s incubation system. ( Gerdsri, Iewwongcharoen, & Rajchamaha, 2021) This study examines the motivations and barriers influencing the adoption of a sustainable approach by early-stage startups, referred to here as “Emerging Davids.” The research gathered data through interviews with project holders at Badji Mokhtar University – Annaba who were then analyzed using NVivo (15/ Realease 1.7.2 2024) thematic analysis to identify important factors. Among the motivations identified are the pursuit of positive societal impact, investor appeal, and alignment with market expectations. However, several barriers were also identified. The research findings demonstrate how incubators together with public policies play a vital role for sustainable entrepreneurship development within startup ecosystems. Key words: Emerging Davids, Sustainable startups, University incubator, Motivations, barriers

Résumé: In the context of the government’s approach for the encouragement of entrepreneurship, universities play a key role in the startup ecosystem, notably through the training and support of students with innovative project ideas. This research investigates the motivations and obstacles of these future entrepreneurs when they try to integrate artificial intelligence (AI) practices into their projects. A qualitative methodology was followed, founded upon structured interviews with a sample of twelve final-year students incubated by Badji Mokhtar University – Annaba. The data were analyzed using NVivo15/ Release 1.7.2 (Version 2024) software, allowing the identification of principal factors influencing the adoption of AI, as well as the related challenges. The research highlights major managerial implications and offers practical suggestions to university incubators and institutions dedicated to innovation support, with the ultimate purpose of encouraging the use of artificial intelligence among early-stage startups. Key words: University incubator, Students, Startups, Artificial Intelligence.

Résumé: Cet article vise à analyser l’influence du marketing de contenu sur l’image de marque et la notoriété, en s’appuyant sur une revue de la littérature existante ainsi que sur une étude de cas empirique. L’objectif est de mettre en évidence les leviers stratégiques qui permettent aux entreprises d’optimiser leurs initiatives en matière de marketing de contenu. À travers cette analyse, nous chercherons à répondre à la question suivante : dans quelle mesure le marketing de contenu peut-il être un catalyseur pour améliorer l’image de marque et accroître la notoriété auprès des publics cibles ? Les résultats obtenus ont permis de confirmer que le marketing de contenu joue un rôle clé dans l'amélioration de la notoriété des marques. Enfin, cette étude offre des implications managériales ainsi que des perspectives de recherches futures.

Résumé: The digital transformation has fundamentally reshaped banking practices, with e-banking and m-banking platforms emerging as critical tools to meet modern customer expectations. This study investigates the impact of digital banking services on customer satisfaction and loyalty, focusing on Trust Bank. Using a robust theoretical framework, the research examines the interplay between service quality dimensions, customer satisfaction, novelty-seeking behavior, and perceived value in shaping customer loyalty. The findings confirm that e-banking and m-banking service quality significantly influence customer satisfaction. Customer satisfaction strongly drives the intention to continue using digital services, although its influence on positive WOM was less evident. Novelty-seeking behavior and perceived value were pivotal in fostering loyalty and WOM promotion. This research offers practical implications for banking managers. Despite its contributions, the study has limitations. Therefore, this study proposes future directions.

Résumé: This research paper aims to highlight the impact of the digital economy on the growth of economic institutions This is done by trying to identify the forms of transformation of economic institutions into the digital economy, and the position of marketing in the digital economy. In addition to identifying the impact of digital marketing on the growth of economic institutions, and showing the most important pioneering international experiences that transformed some traditional economic institutions into digital economic institutions, Also by highlighting the most important business models of economic institutions in light of digital marketing, as it is the most important dimension adopted by the digital economy in order for economic institutions to enter new markets, activate their activities and promote their products and services on a wider scale.