The Impact Of E-marketing On Algerian Customer Image

Abstract

This study investigates the impact of E-marketing on the corporate image of Gulf Bank (AGB) in Saida city, Algeria. As digital transformation becomes increasingly central to banking services worldwide, understanding how Emarketing strategies shape customer perceptions is essential for financial institutions operating in emerging markets. The primary objective of the research is to examine the relationship between E-marketing practices and customers’ evaluation of the bank’s reputation, credibility, and overall image. To achieve this objective, a descriptive-analytical approach was employed. Data were collected through a structured questionnaire distributed to 57 AGB customers in Saida. Statistical analysis was conducted using SPSS and SMART PLS software to test hypotheses of correlation and influence between E-marketing and corporate image. The findings reveal a strong and positive correlation between E-marketing activities and corporate image, confirming that effective digital strategies significantly enhance customer trust and loyalty. The study concludes that Emarketing is not merely a promotional tool but a strategic driver of competitiveness and brand reputation in the Algerian banking sector. These results highlight the necessity for banks to integrate digital platforms into broader corporate strategies, while policymakers should ensure supportive infrastructure and regulations that facilitate inclusive digital transformation