أهمية الرأسمال البشري في تعزيز الإبداع التسويقي الإلكتروني بالمؤسسة الاقتصادية : دراسة تحليلية لعينة من آراء مدراء التسويق في المؤسسات الاقتصادية الجزائرية

Abstract EN

The purpose of the research was to investigate the role of human capital on the creation of E-marketing innovation.

The study has been identified through an independent variable (human capital) and its dimensions (Cognitive skills, Personal skills, and developmental skills), and a dependent variable (Formulation of E-marketing innovation) and its dimensions.

To achieve the above objectives, an analytical study the views of marketing managers in Algerian companies was conducted.

a questionnaire was developed and distributed to a sample consists (35) subjects, then descriptive statistical techniques such as (mean, standard deviation) and analytical, statistical techniques such as (regression model) And other statistical methods were used to analyze the data, The results show that, the human capital have significant effects with about (67.

7%) on the creation of E-marketing innovation.

The study recommends the need for providing an appropriate regulatory environment for human capital and diversity because of its role in the formulation of E-marketing innovation.

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