Influencia del Marketing Digital en la Imagen Institucional y Posicionamiento de Marca en Escuelas Privadas de Guayaquil

Tatiana Emperatriz Raymondi Prado; María Esther Rendón-Vargas; Germán Jazmany Zambrano-Verdesoto

doi:10.70171/jzhagh75

Authors

Tatiana Emperatriz Raymondi Prado Universidad Bolivariana del Ecuador Author https://orcid.org/0009-0005-7090-7876
María Esther Rendón-Vargas Universidad Bolivariana del Ecuador Author https://orcid.org/0009-0006-7112-0300
Germán Jazmany Zambrano-Verdesoto Universidad Bolivariana del Ecuador Author https://orcid.org/0000-0002-1642-2799

DOI:

https://doi.org/10.70171/jzhagh75

Keywords:

private schools, institutional image, digital marketing, PLS-SEM, brand positioning

Abstract

Justification: In Guayaquil, private basic education schools face increasing competition where digital marketing is crucial for attracting and retaining students. The lack of local studies analyzing its impact on institutional image and brand positioning justifies this research. Objective: To assess how digital marketing influences institutional image and its relationship with brand positioning in private EGB schools in Guayaquil using a PLS-SEM model. Methodology: A quantitative cross-sectional design with a correlational-explanatory approach was used. A 25-item questionnaire was administered to 200 parents from private schools, distributed via social media. Data were analyzed with SmartPLS 4.0 to estimate the structural model and validate its constructs. Results: Digital marketing accounts for 56.7 % of institutional image variance (β = 0.753; p < 0.001), while institutional image explains 74.3 % of brand positioning variance (β = 0.862; p < 0.001). Constructs demonstrated reliability (α > 0.86) and validity (AVE > 0.71; HTMT < 0.85), with strong predictive power (Q² > 0.51). Conclusion: Digital strategies enhance institutional image and, consequently, brand positioning, proving essential for the competitiveness of private schools.

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