How Digital Marketing Can Influence the Entrepeneurial Culture (in Spanish) - Carmen Sánchez Castillo

Year
2025
Tags
digital marketing
entrepreneurship
MIPEs
small businesses
footwear industry
digital transformation
social media marketing
e-commerce
business innovation
Peru
Spanish
Lima
Summary

This study shows that digital marketing significantly strengthens the entrepreneurial culture of footwear MIPEs in Trujillo. Increased use of digital tools improves organizational performance, innovation, and decision-making, while enhancing motivation and leadership. Social media, web positioning, and e-commerce are key drivers of sustainable growth and competitiveness.