Digital Marketing: A Study of Its Relationship with Digital Entrepreneurship in Peru

The main objective of this research was to examine the relationship between digital marketing and digital entrepreneurship in Peru. A quantitative methodology was used with a descriptive-correlational causal and non-experimental design. The sample consisted of 384 Peruvian entrepreneurs using digital tools, selected through non-probabilistic snowball sampling. Data were collected through an online questionnaire and analyzed using partial least squares (PLS) structural equation modeling (SEM). The results revealed a positive and significant relationship between digital marketing and digital entrepreneurship (β=0.5805, p<0.001). A strong relationship was found between digital marketing and its channels and media (β=0.7499, p<0.001), as well as with its applications (β=0.4962, p<0.001). Digital entrepreneurship showed a positive effect on forms of online presence (β=0.5086, p<0.001) and alternative digital business models (β=0.2857, p<0.001). It was concluded that digital marketing plays a crucial role in the success of digital ventures in Peru, highlighting the importance of developing competencies in this area, properly selecting communication channels and establishing a strong online presence.