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Channels, Applications, and Online Presence of Digital Marketing in the Success ofPeruvian Digital Ventures

Year: 2025

Type: article

Abstract: This study analyzes the influence of digital marketing on the success of digital ventures in Peru by integrating channels, applications, online presence, and business models into a causal model. Using a quantitative approach with a structural equation model appliedto 388 entrepreneurs, digital marketing was found to have a positive impact on entrepreneurship (β=0.5805, p< 0.001), channels (β=0.7499, p<0.001), and applications (β=0.4962, p<0.001). Similarly, entrepreneurship improves online presence (β=0.5086, p<0.001) and promotes alternative business models (β=0.2857, p<0.001). These results demonstrate the relevance of this topic by overcoming fragmented approaches, offering empirical evidence, and proposing strategies to strengthen the competitiveness, sustainability, andgrowth of digital ventures in the Peruvian context.

Source: Estudios Gerenciales

DOI: 10.18046/j.estger.2025.176.7268

Authors: Africa Calanchez Urribarri, Carmen Chieng Cueva, Martin Alexander Ríos Cubas, José William Córdova Chirinos, German Jazmany Zambrano Verdesoto

Institutions: Universidad San Ignacio de Loyola, Universidad Señor de Sipán, Universidad Bolivariana del Ecuador

Language: Spanish

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure

Open Access status: diamond

OpenAlex ID: W7125184302

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