Content Marketing Strategies and Their Impact on the Entrepreneurial Intentions of University Women: Towards Female Empowerment in the Contemporary Digital Context in Peru

Calanchez Urribarri A.; Chávez Vera K.; Zambrano Verdesoto G.; Velázquez-Castro J.A. · Journal of Women's Entrepreneurship and Education (2025) · DOI: 10.28934/jwee25.34.pp207-230

Resumen

The study analyzes the impact of content marketing strategies on the entrepreneurial intentions and female empowerment of female university students in Peru. A quantitative approach with a cross-sectional design is used, applying a simple random probability sampling to 668 students from a private university in Lima. Data were collected using a validated questionnaire, which showed excellent reliability (α = 0.979). The analysis was performed using SmartPLS 4.0, which assessed the validity of the constructs and hypotheses raised. The results indicate that content marketing strategies have a positive influence on entrepreneurial intentions (H3: p < 0.05), confidence in skills (H4: p < 0.01), and female empowerment (H10: p < 0.05). All the hypotheses posed were accepted, which reinforces the relationship between these variables. It is highlighted that access to resources and support networks is crucial for the success of women entrepreneurs. Women who implement these strategies have higher entrepreneurial intentions, with a 25% increase compared to those who do not use them. The conclusions suggest that encouraging the use of content marketing can be key to boosting female entrepreneurship in the Peruvian digital context. It is recommended to design support programs and public policies that promote digital inclusion and access to resources for women entrepreneurs.

Instituciones: Universidad San Ignacio de Loyola