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]; [Canales, aplicaciones y presencia online del marketing digital en el éxito de las empresas digitales peruanas]

Paper Details

Authors: Urribarri A.C.; Cueva C.C.; Cubas M.A.R.; Chirinos J.W.C.; Verdesoto G.J.Z.

DOI: 10.18046/j.estger.2025.176.7268

Journal: Estudios Gerenciales

Year: 2026

Publisher: Universidad Icesi

Document Type: Article

Open Access: All Open Access; Gold Open Access; Green Open Access

Cited by: 0

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 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. © 2025 Universidad Icesi. Published by Universidad Icesi, Colombia.

Keywords

alcance del mercado; alcance do mercado; business opportunity; canais de comunicação; canales de comunicación; digital business; market reach; media channels; negocio digital; negócio digital; online presence; oportunidad de negocio; oportunidade de negócio; presencia en línea; presença online

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