Content Marketing Strategies and Their Impact on the Entrepreneurial Intentions of University Women Towards Female Empowerment in the Contemporary Digital Context in Peru
Article Sidebar
Main Article Content
Abstract
The study analyzes the impact of content marketing strategies on the entrepreneurial intentions and female empowerment of female university students in Peru. A quantitative approach with a cross-sectional design is used, applying a simple random probability sampling to 668 students from a private university in Lima. Data were collected using a validated questionnaire, which showed excellent reliability (α = 0.979). The analysis was performed using SmartPLS 4.0, which assessed the validity of the constructs and hypotheses raised. The results indicate that content marketing strategies have a positive influence on entrepreneurial intentions (H3: p < 0.05), confidence in skills (H4: p < 0.01), and female empowerment (H10: p < 0.05). All the hypotheses posed were accepted, which reinforces the relationship between these variables. It is highlighted that access to resources and support networks is crucial for the success of women entrepreneurs. Women who implement these strategies have higher entrepreneurial intentions, with a 25% increase compared to those who do not use them. The conclusions suggest that encouraging the use of content marketing can be key to boosting female entrepreneurship in the Peruvian digital context. It is recommended to design support programs and public policies that promote digital inclusion and access to resources for women entrepreneurs.
Article Details
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Once the manuscript is accepted for publication, authors shall transfer the copyright to the publisher. If the submitted manuscript is not accepted for printing by the journal, the authors shall retain all their rights. The following rights on the manuscript are transferred to the publisher, including any supplementary materials and any parts, extracts or elements of the manuscript:
- the right to reproduce and distribute the manuscript in printed form, including print-on-demand;
- the right to print prepublications, reprints and special editions of the manuscript;
- the right to translate the manuscript into other languages;
- the right to reproduce the manuscript using photomechanical or similar means including, but not limited to photocopy, and the right to distribute these copies;
- the right to reproduce and distribute the manuscript electronically or optically using and all data carriers or storage media, and especially in machine readable/digitalized form on data carriers such as hard drive, CD-ROM, DVD, Blu-ray Disc (BD), Mini Disc, data tapes, and the right to reproduce and distribute the article via these data carriers;
- the right to store the manuscript in databases, including online databases, as well as the right to transmit the manuscript in all technical systems and modes;
- the right to make the manuscript available to the public or to closed user groups on individual demand, for use on monitors or other readers (including e-books), and in printable form for the user, either via the Internet, online service, or via internal or external networks.
Authors reserve the copyright to published articles and have the right to use the article in the same manner like third parties in accordance with the licence Attribution-Non-Commercial-Non-Derivate 4.0 International (CC BY NC ND). Thereby they must quote the basic bibliographic data of the source article published in the journal (authors, article title, journal title, volume, pagination).
References
[1] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
[2] Alam, K., Ali, M. A., Erdiaw-Kwasie, M. O., Murray, P. A., & Wiesner, R. (2022). Digital transformation among SMEs: Does gender matter? Sustainability, 14(1), Article 1. https://doi.org/10.3390/su14010535
[3] Al-Qahtani, M., Zguir, M. F., Ari, I., & Koç, M. (2022). Female entrepreneurship for sustainable economy and development—Challenges, drivers, and suggested policies for resource-rich countries. Sustainability, 14(20), Article 20. https://doi.org/10.3390/su142013412
[4] Arias, F. (2023). The pragmatic paradigm as the epistemological foundation of mixed research: Systematized review. Education, Art, Communication: Revista Académica e Investigativa, 12(2), Article 2. https://doi.org/10.54753/eac.v12i2.2020
[5] Bandura, A. (1978). Self-efficacy: Toward a unifying theory of behavioral change. Advances in Behaviour Research and Therapy, 1(4), 139–161. https://doi.org/10.1016/0146-6402(78)90002-4
[6] Barney, J., Ketchen, D., & Wright, M. (2011). The future of resource-based theory: Revitalization or decline? Journal of Management, 37(5), 1299–1315. https://doi.org/10.1177/0149206310391805
[7] Bayeh, E. (2016). The role of empowering women and achieving gender equality to the sustainable development of Ethiopia. Pacific Science Review B: Humanities and Social Sciences, 2(1), 37–42. https://doi.org/10.1016/j.psrb.2016.09.013
[8] Bejjani, M., Göcke, L., & Menter, M. (2023). Digital entrepreneurial ecosystems: A systematic literature review. Technological Forecasting and Social Change, 189, 122372. https://doi.org/10.1016/j.techfore.2023.122372
[9] Belchior, R. F., & Lyons, R. (2021). An exploration of changing student entrepreneurial motivators – a longitudinal analysis. International Journal of Entrepreneurial Behavior & Research, 28(1), 151–181. https://doi.org/10.1108/IJEBR-05-2021-0417
[10] Bhandari, K. R., Rana, S., Paul, J., & Salo, J. (2020). Relative exploration and firm performance: Why resource-theory alone is not sufficient? Journal of Business Research, 118, 363–377. https://doi.org/10.1016/j.jbusres.2020.07.001
[11] Bhatta, D. D., Pi, Y., Sarfraz, M., Jaffri, Z. U. A., Ivascu, L., & Ozturk, I. (2024). What determines the entrepreneurial intentions of employees? A moderated mediation model of entrepreneurial motivation and innovative work behavior. Heliyon, 10(2), e24678. https://doi.org/10.1016/j.heliyon.2024.e24678
[12] Brush, C. G., de Bruin, A., & Welter, F. (2009). A gender‐aware framework for women's entrepreneurship. International Journal of Gender and Entrepreneurship, 1(1), 8–24. https://doi.org/10.1108/17566260910942318
[13] Bryan, E., Alvi, M., Huyer, S., & Ringler, C. (2024). Addressing gender inequalities and strengthening women's agency to create more climate-resilient and sustainable food systems. Global Food Security, 40, 100731. https://doi.org/10.1016/j.gfs.2023.100731
[14] Calanchez Urribarri, A., Chávez Vera, K., Reyes Reyes, C., & Ríos Cubas, M. (2022). Innovative performance to strengthen the culture of entrepreneurship in Peru. Revista Venezolana de Gerencia, 27(100), 1837–1858. https://doi.org/10.52080/rvgluz.27.100.33
[15] Carsrud, A., & Brännback, M. (2011). Entrepreneurial motivations: What do we still need to know? Journal of Small Business Management, 49(1), 9–26. https://doi.org/10.1111/j.1540-627X.2010.00312.x
[16] Chaffey, D., & Ellis-Chadwick, F. (2014). Digital marketing: Strategy, implementation, and practice (5th ed.). Pearson.
[17] Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Psychology Press.
[18] Dalimunthe, R., Siahaan, E., Lubis, A., Astuti, P., & Bangun Siregar, M. (2025). Success strategies for womenpreneurs to improve innovative performance and competitive advantage. TEM Journal, 266–277. https://doi.org/10.18421/TEM141-24
[19] Dandona, D. (2015). Empowerment of women: A conceptual framework. International Journal of Indian Psychology, 2(3). https://doi.org/10.25215/0203.044
[20] Drakpa, D., Loday, S., & Yangchen, K. (2022). Factors affecting entrepreneurial intention of the female students of business colleges of Bhutan: Applying the theory of planned behaviour. Journal of Women’s Entrepreneurship and Education, 1–2, 170–186. https://doi.org/10.28934/jwee22.12.pp170-186
[21] Dwivedi, Y., Ismagilova, E., Hughes, D., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
[22] Finlay, K., Trafimow, D., & Moroi, E. (1999). The importance of subjective norms on intentions to perform health behaviors. Journal of Applied Social Psychology, 29(11), 2381–2393. https://doi.org/10.1111/j.1559-1816.1999.tb00116.x
[23] Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
[24] Habib, S., Hamadneh, N., & Hassan, A. (2022). The relationship between digital marketing, customer engagement, and purchase intention via OTT platforms. Journal of Mathematics, 2022(1), 5327626. https://doi.org/10.1155/2022/5327626
[25] Hair, J., Hult, G., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer.
[26] Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
[27] Hernández, R., Fernández, C., & Baptista, P. (2014). Research methodology. https://www.uncuyo.edu.ar/ices/libro-metodologia-de-la-investigacion-6ta-edicion
[28] Hollebeek, L., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
[29] Huis, M., Hansen, N., Otten, S., & Lensink, R. (2017). A three-dimensional model of women's empowerment: Implications in the field of microfinance and future directions. Frontiers in Psychology, 8, 1678. https://doi.org/10.3389/fpsyg.2017.01678
[30] Julaeha, L. (2024). The role of content marketing in brand loyalty: An empirical analysis. MASMAN Master Manajemen, 2(2), Article 2. https://doi.org/10.59603/masman.v2i2.509
[31] Llados-Masllorens, J., & Ruiz-Dotras, E. (2021). Are women's entrepreneurial intentions and motivations influenced by financial skills? International Journal of Gender and Entrepreneurship, 14(1), 69–94. https://doi.org/10.1108/IJGE-01-2021-0017
[32] Magno, F., Cassia, F., & Ringle, C. M. (2022). A brief review of partial least squares structural equation modeling (PLS-SEM) use in quality management studies. The TQM Journal, 36(5), 1242–1251. https://doi.org/10.1108/TQM-06-2022-0197
[33] Manjaly, N., Joseph, G., P. M., N., & K. S., K. N. (2022). Entrepreneurial intention of Indian women university students. Journal of Women’s Entrepreneurship and Education, 3–4, 273–290. https://doi.org/10.28934/jwee22.34.pp273-290
[34] Messikh, A. (2021). The entrepreneurial intention of Algerian women (a sample study of Skikda University female students). Journal of Women’s Entrepreneurship and Education, 3–4, 134–150. https://doi.org/10.28934/jwee21.34.pp134-150
[35] Mufadhol, M., Tutupoho, F., Nanulaita, D., Bell, A. de, & Prabowo, B. (2024). The influence of posting frequency, content quality, and interaction with customers on social media on customer loyalty in a start-up business. West Science Business and Management, 2(02), Article 02. https://doi.org/10.58812/wsbm.v2i02.966
[36] Nigam, N., & Shatila, K. (2023). Entrepreneurial intention among women entrepreneurs and the mediating effect of dynamic capabilities: Empirical evidence from Lebanon. International Journal of Entrepreneurial Behavior & Research, 30(4), 916–937. https://doi.org/10.1108/IJEBR-07-2023-0690
[37] Nuseir, M., El Refae, G., Aljumah, A., Alshurideh, M., Urabi, S., & Kurdi, B. (2023). Digital marketing strategies and the impact on customer experience: A systematic review. In Advances in digital marketing and eCommerce (pp. 11–21). Springer. https://doi.org/10.1007/978-3-031-12382-5_2
[38] Paunovic, I., & Musial, J. (2024). Gender gap in entrepreneurial intention, reasoning, self-efficacy, and education preferences among university students: An entrepreneurial event theory perspective. Journal of Women’s Entrepreneurship and Education, 3–4, 93–111. https://doi.org/10.28934/jwee24.34.pp93-111
[39] Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28(2), 116–123. https://doi.org/10.1007/s12109-012-9264-5
[40] Quisumbing, A., Cole, S., Elias, M., Faas, S., Galiè, A., Malapit, H., Meinzen-Dick, R., Myers, E., Seymour, G., & Twyman, J. (2023). Measuring women's empowerment in agriculture: Innovations and evidence. Global Food Security, 38, 100707. https://doi.org/10.1016/j.gfs.2023.100707
[41] Rönkkö, M., & Evermann, J. (2013). A critical examination of common beliefs about partial least squares path modeling. Organizational Research Methods, 16(3), 425–448. https://doi.org/10.1177/1094428112474693
[42] Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5–6), 517–540. https://doi.org/10.1362/026725708X325977
[43] Sajjad, M., Kaleem, N., Chani, M., & Ahmed, M. (2020). Worldwide role of women entrepreneurs in economic development. Asia Pacific Journal of Innovation and Entrepreneurship, 14(2), 151–160. https://doi.org/10.1108/APJIE-06-2019-0041
[44] Sanze, N., Bamfo, B., & Takyi, L. (2024). Intervention programs and women empowerment: The role of skills acquisition and development and financial independence. Journal of Enterprising Communities: People and Places in the Global Economy, 18(3), 528–546. https://doi.org/10.1108/JEC-03-2024-0038
[45] Selya, A., Rose, J., Dierker, L., Hedeker, D., & Mermelstein, R. (2012). A practical guide to calculating Cohen's f², a measure of local effect size, from PROC MIXED. Frontiers in Psychology, 3, 111. https://doi.org/10.3389/fpsyg.2012.00111
[46] Shane, S., & Venkataraman, S. (2007). The promise of entrepreneurship as a field of research. In Á. Cuervo, D. Ribeiro, & S. Roig (Eds.), Entrepreneurship: Concepts, theory and perspective (pp. 171–184). Springer. https://doi.org/10.1007/978-3-540-48543-8_8
[47] Sharabati, A., Ali, A., Allahham, M., Hussein, A., Alheet, A., & Mohammad, A. (2024). The impact of digital marketing on the performance of SMEs: An analytical study considering modern digital transformations. Sustainability, 16(19), Article 98667. https://doi.org/10.3390/su16198667
[48] Taskin, S., Javed, A., & Kohda, Y. (2023). Promoting entrepreneurial mindset for successful entrepreneurship. Journal of Women’s Entrepreneurship and Education, 3–4, 122–142. https://doi.org/10.28934/jwee23.34.pp122-142
[49] Vera, K., Urribarri, A., Velita, J., Illa, G., & Chirinos, A. (2024). Influence of the development of entrepreneurial skills on the confidence to undertake in university students. Journal of Infrastructure, Policy and Development, 8(9), Article 6463. https://doi.org/10.24294/jipd.v8i9.6463
[50] Wallston, K. (2001). Control beliefs: Health perspectives. In N. J. Smelser & P. B. Baltes (Eds.), International encyclopedia of the social & behavioral sciences (pp. 2724–2726). Pergamon. https://doi.org/10.1016/B0-08-043076-7/03799-2
[51] Widiastuti, T., Al-shami, S., Mawardi, I., Zulaikha, S., Haron, R., Kasri, R., Mustofa, M., & Dewi, E. (2024). Capturing the barriers and strategic solutions for women empowerment: Delphi analytical network process. Journal of Open Innovation: Technology, Market, and Complexity, 10(3), 100345. https://doi.org/10.1016/j.joitmc.2024.100345
[52] Zahra, S., Liu, W., & Si, S. (2023). How digital technology promotes entrepreneurship in ecosystems. Technovation, 119, 102457. https://doi.org/10.1016/j.technovation.2022.102457