Channels, Applications, and Online Presence of Digital Marketing in the Success ofPeruvian Digital Ventures
DOI:
https://doi.org/10.18046/j.estger.2025.176.7268Keywords:
market reach, digital business, online presence, business opportunity, media channelsAbstract
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.
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