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.