Introduction/Objective: Any change and strategic advertising and/or commercial planning carried out by means of digital media is called digital marketing, which helps universities to position themselves, which is why Peruvian universities create and share relevant content on digital platforms. The objective of this study is to determine how digital marketing affects the positioning of Peruvian universities.

Methodology: A quantitative approach and a deductive, non-experimental research design were used. A survey instrument was applied to 433 students studying at the Universidad Continental (located in Arequipa, Cusco, Huancayo, and Lima), and the Partial Least Squares Structural Equation Modelling (PLS-SEM) model was used, a multivariate statistical method for analysing the independent variable of digital marketing and the dependent variable of positioning.

Results: The study found that the variation in units of Customer Acquisition, Customer Conversion, and Content Distribution generates a variation in positioning of 0.36, 0.24, and 0.20 units, respectively.

Conclusions: Customer Acquisition is the most determining factor for positioning, followed by Conversion and, finally, Content Distribution. Additionally, it is established that Customer Acquisition primarily impacts the Service level, while Content Distribution has a greater influence on the Staff level.

---

Keywords:
Digital marketing,
positioning,
content distribution,
customer acquisition,
customer conversion,
strategies,
quality.

05_RSN_15(33)_24033_Analysis

Admetricks. (2022). Ranking mensual de inversión publicitaria. Admetricks. https://iabperu.com/wp-content/uploads/2022/03/16.-Reporte-mensual-Peru-Febrero-2022.pdf

Aguirre, J., Pillaca, C., & Agnoli, R. Q. (2021). Relación entre calidad de servicio y retención del cliente del servicio móvil en operadora telefónica. Dialnet. https://dialnet.unirioja.es/servlet/articulo?codigo=7897403

Ariste, L., Tucno, B., Panez, M., & Vargas, J. (2023). Marketing digital y gestión empresarial orientada al valor del cliente en PYMES. https://laccei.org/LACCEI2023-BuenosAires/papers/Contribution_1035_a.pdf

Bui, T., Tri, Q., & Alang, T. (2023). Examining the relationship between digital content marketing perceived value and brand loyalty: Insights from Vietnam. Cogent Social Sciences, 9(1). https://doi.org/10.1080/23311886.2023.2225835

Chaowarat Watanabe, W., & Shafiq, M. (2023). Un estudio sobre el impacto del marketing digital en las prácticas comerciales. Business Review of Digital Revolution, 3(1), 1-10. https://doi.org/10.62019/BRDR.03.01.01

Coca Carasila, M. (2007). Importancia y concepto del posicionamiento una breve revisión teórica. Perspectivas, (20), 105-114. https://www.redalyc.org/articulo.oa?id=425942331007

Cuellar Molina, C., Cardona Espinoza, L. N., & García Capdevilla, D. A. (2023). Digital marketing for the promotion of agrotourism and brand positioning. Magazine FACCEA, 13(1), 20-47. https://doi.org/10.47847/faccea.v13n1a2

Data Reportar. (2024). Perú Digital 2024. https://datareportal.com/digital-in-peru

España, Fundación Telefónica Movistar. (2021). Sociedad digital en Latinoamérica 2020-2021. Penguin Random House Grupo Editorial. https://publiadmin.fundaciontelefonica.com/media/publicaciones/738/Sociedad_Digital_Latinoamerica_2020_2021.pdf

Firstianti, F., & Fajar, M. (2023). The relationship between digital culture and employee performance in PT. PLN (Persero) UID Jakarta Raya and PT. PLN (Persero) UP3 Menteng. American International Journal of Business Management (AIJBM) 6(03), 18-26. https://www.aijbm.com/wp-content/uploads/2023/03/C631826.pdf

Gimena, F., Gonzaga, P., & Gimena, L. (2004). Análisis estructural sistemático. teorías, técnicas y aplicaciones. Su mapa conceptual como herramienta didáctica y de investigación. In Proceeding of the First International Conference on Concept Mapping. https://cmc.ihmc.us/Papers/Backup/cmc2004-073.pdf.

Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, M. (2014). Metodología de la investigación (6a ed.). McGraw-Hill.

Iyer, P., Davari, A., Zolfagharian, M., & Paswan, A. K. (2019). Market orientation, positioning strategy and brand performance. Industrial Marketing Management, 81, 16-29. https://doi.org/10.1016/j.indmarman.2018.11.004

Joko, Y. (2023). Digital marketing strategy to increase sales conversion on e-commerce platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54-62. https://doi.org/10.61100/adman.v1i2.23

Kerin, R. A., Hartley, W. H., Rudelius, W., & Garza-Castillón Cantú, R. (2014). Marketing [Recurso electrónico] / Roger A. Kerin, Steven W. Hartley, William Rudelius (11a ed.). McGraw-Hill.

Lajam, O., & Mohammed, S. (2024). Optimizing the efficiency of P2P content distribution with network coding: Principles, challenges, and future directions. Journal of Network and Computer Applications, 103825.

Loor Chávez, D., López Leones, C., & Molina Cedeño, J. (2021). El marketing digital y su influencia en la captación de clientes en las PYMES de ecuador. Revista Caribeña de Ciencias Sociales, 10(8), 37-48. https://doi.org/10.51896/caribe/GEUL6587

Matak, P., Nadhilaa, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4, 91-104. http://www.m.growingscience.com/ijds/Vol4/ijdns_2020_10.pdf

Monroy, J., Martínez, H., & Tobón, J. (2021). Modelo de clasificación de contenidos orientado hacia la conversión como estrategia de marketing digital en ecosistemas digitales. https://repository.eafit.edu.co/server/api/core/bitstreams/29d440ea-8158-4d09-9b5c-38c69168529e/content

Ocampo, J., Molar, F., Roca, R., & Sanchez. (2021). La quinta P del marketing personal o de personas. Digital Publisher. https://www.593dp.com/index.php/593_Digital_Publisher/article/view/893/890

Otis, E., & Wu, T. (2018). One store, two fates: Boundary work and service capital in China’s retail sector. The Journal of Chinese Sociology, 5(7). https://doi.org/10.1186/s40711-018-0074-9

Philipp, A., Mojtaba, A., & Opher, B. (2017). Customer acquisition, retention, and service access quality: Optimal advertising, capacity level, and capacity allocation. Manufacturing & Service Operations Management, 19(4), 674-691. https://doi.org/10.1287/msom.2017.0635

Porras Blanco, M. (05 de abril de 2019). ¿Cuáles son los canales de distribución de contenidos digitales más demandados? [Semrush Blog] https://es.semrush.com/blog/canales-de-distribucion-contenidos-digitales/

RStudio Team. (2023). RStudio: Integrated Development Environment for R (Version 2023.09.0) [Software]. Posit. https://posit.co

Ramos, N., & Neri, A. (2022). Las 4 CES del marketing y su relación con el posicionamiento de marca. Revista de Estudios Interdisciplinarios en Ciencias Sociales. https://ojs.urbe.edu/index.php/telos/article/view/3653/5077

Salazar Corrales, A. M., Paucar Coque, L. M., & Borja Brazales, Y. P. (2017). El marketing digital y su influencia en la administración empresarial. Dominio de las Ciencias, 4(3 Especial), 1161-1171. https://doi.org/10.23857/dc.v4i3 Especial.617

Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118, 12-26. https://doi.org/10.1016/j.indmarman.2024.02.002

Selman Yarull, H. N. (2017). Marketing Digital. Ibukku. https://acortar.link/i1iK5M

Seminario Unzueta, R., Trejo Chávez. L., & Rafael Pedraza, H. (2020) Estrategias de posicionamiento en tiempos de COVID-19 de la empresa D. Frutitos E.I.R.L – San Juan de Lurigancho. Ágora Revista Científica, 7(02), 63-69. http://dx. doi.org/10.21679/arc.V7i2.173.

Siguenza, K., Erazo, J., & Narváez, C. (2020). Estrategias de marketing viral y el posicionamiento de marca en el sector farmacéutico. Revista Arbitrada Interdisciplinaria KOINONIA 5, 10. http://dx.doi.org/10.35381/r.k.v5i10.697

Tiwari, K., Tiwari, S., & Kumar, P. (2023). Posicionamiento de pymes y negocios emprendedores a través de marketing digital y redes sociales. Journal of Statistics and Management Systems, 26(3), 706-770. https://doi.org/10.47974/JSMS1066

Urrutia, G., & Napán, A. (2021). Posicionamiento de marca y su relación con el nivel de compra por redes sociales. Revista Arbitrada Interdisciplinaria Koinonía, 6(1), 81-100. https://dialnet.unirioja.es/servlet/articulo?codigo=7941173

Dimensions

PlumX