مجلة البحوث و الدراسات الإنسانية
Volume 20, Numéro 1, Pages 290-307
2026-06-11
Digital Innovation: Strategies For Improving Startups’ Image On Social Media
Authors : Benouhiba Ouafa . Zieita Younes . Berkane Ilyes .
Abstract
This research highlights the critical role of digital innovation strategies in enhancing the corporate image of startups on social media platforms. Employing a qualitative descriptive approach grounded in functionalist theory, this study analyzes previous empirical literature to develop an in-depth understanding of the core variables and reconstructs their relationship within the entrepreneurial context. Furthermore, the research examines modern digital strategies adopted by leading local and international startups across their social media pages, illustrating how these practical applications positively shape the brand image of young enterprises. The findings emphasize the necessity for startups to adopt a continuously innovative approach to their social media presence to remain competitive. The study demonstrates that building a cohesive brand identity, engaging with target audiences, using creative visual content, and conducting regular performance evaluations are essential practices. Ultimately, leveraging digital innovation enhances brand perception and corporate image.
Keywords
digital innovation ; startups' image ; social media; Functionalist theory
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