The Effect of Emerging E-Communication Techniques on Startup Growth and Reputation: Navigating Innovation and Local Adaptation

Chami, Fatima Zohra; Ouelsaid, Sihem

Le Manager
Volume 12, Numéro 1, Pages 407-445
2025-06-30

The Effect Of Emerging E-communication Techniques On Startup Growth And Reputation: Navigating Innovation And Local Adaptation

Authors : Chami Fatima Zohra . Ouelsaid Sihem .

Abstract

Abstract: This study examines the influence of emerging technologies on startup communication, with a focus on tools like augmented reality, artificial intelligence, and chatbots. These innovations facilitate more precise communication strategies and improve customer engagement. Enhanced online interactivity strengthens audience relationships, while effective online reputation management is key to maintaining a positive image and customer loyalty. However, challenges such as high implementation costs and ethical considerations must be tackled. To optimize the benefits of e-communication, startups should tailor these tools to their unique context and incorporate data analytics into their strategy, fostering a culture of innovation crucial for their development.