Channels, Applications, and Online Presence of Digital Marketing in the Success of Peruvian Digital Ventures; [Canais, aplicações e presença online do marketing digital no sucesso das empresas digitais peruanas]

Urribarri A.C.; Cueva C.C.; Cubas M.A.R.; Chirinos J.W.C.; Verdesoto G.J.Z. · Estudios Gerenciales (2026) · DOI: 10.18046/j.estger.2025.176.7268

Resumen

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 applied to 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, and growth of digital ventures in the Peruvian context.

Instituciones: Universidad San Ignacio de Loyola; Universidad Señor de Sipán