The Role of the Levers of Control Framework in Digital Marketing: An Exploratory Study

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dc.creatorOrtiz-Rendón, Paola Andrea
dc.creatorWarren Arismendi, James
dc.date2026-05-30
dc.date.accessioned2026-06-13T06:00:30Z
dc.descriptionObjective: This article aimed to explore the relationship between management control systems and the outcomes of digital marketing activities, considering their role in promotional effectiveness.Design/Methodology: An exploratory empirical study was conducted using a cross-sectional questionnaire administered to decision-makers and managers responsible for marketing budgets in companies operating in Colombia.  Multi-item scale analysis was employed to assess Simon’s four levers of control: belief systems, boundary systems, diagnostic control systems, and interactive control systems.Findings: The most significant result indicates that the interaction between interactive control systems and boundary systems has a positive and significant effect on digital outcomes. This result highlights the importance of balancing team agility and creativity with controls that help mitigate regulatory and reputational risks for both the organization and its brand.Conclusions: The analysis revealed that both diagnostic control systems and belief systems have positive and significant effects on digital outcomes. In contrast, interactive control systems exhibited a negative, although non-significant, effect, whereas boundary systems showed a positive but non-significant effect.Originality: These findings provide marketing managers with valuable insights for designing effective control frameworks that strengthen the impact of digital strategies while maintaining an appropriate balance between creative autonomy and organizational alignment.en-US
dc.descriptionObjetivo: este artículo tuvo el objetivo de explorar la relación entre los sistemas de control gerencial y los resultados de las actividades de marketing digital, considerando su papel en la efectividad promocional.Diseño/Metodología: se llevó a cabo un estudio de tipo exploratorio y empírico. Se realizó una encuesta de corte transversal dirigida a responsables de las decisiones y los presupuestos de marketing en empresas que operan en Colombia.   Se utilizó un análisis de escalas de múltiples ítems para evaluar las cuatro palancas de control: sistemas de creencias, sistemas de límites, sistemas de control diagnóstico y sistemas de control interactivo.Resultados: el hallazgo más relevante indicó que la interacción entre el uso del control interactivo y el sistema de límites genera un efecto positivo y significativo sobre los resultados digitales, reflejando la necesidad de balancear la agilidad y creatividad de los equipos, con controles que mitiguen riesgos regulatorios o reputacionales, tanto para la organización como para la marca.Conclusiones: se evidenció que tanto el control diagnóstico como el sistema de creencias sugieren efectos positivos y significativos en los resultados digitales. Por el contrario, el control interactivo evidenció un efecto negativo, aunque no significativo, mientras que el control de límites mostró un efecto positivo, pero no significativo.Originalidad: estos resultados ofrecen a los gerentes de marketing un recurso valioso para diseñar esquemas de control efectivos que potencien el impacto de sus estrategias digitales, asegurando una gestión equilibrada entre autonomía creativa y alineación organizacional.es-ES
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dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3611
dc.identifier10.22430/24223182.3611
dc.identifier.urihttps://hdl.handle.net/20.500.12622/8175
dc.languagespa
dc.publisherInstitución Universitaria ITMen-US
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3611/4111
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dc.rightsCopyright (c) 2026 Paola Andrea Ortiz-Rendón, James Warren Arismendien-US
dc.rightshttps://creativecommons.org/licenses/by-nc-sa/4.0en-US
dc.sourceRevista CEA; Vol. 12 No. 29 (2026); Art. e3611en-US
dc.sourceRevista CEA; Vol. 12 Núm. 29 (2026); Art. e3611es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectcontrol diagnósticoes-ES
dc.subjectcontrol interactivoes-ES
dc.subjectresultados digitaleses-ES
dc.subjectsistema de creenciases-ES
dc.subjectsistema de límiteses-ES
dc.subjectdiagnostic control systemen-US
dc.subjectinteractive control systemen-US
dc.subjectdigital outcomesen-US
dc.subjectbelief systemen-US
dc.subjectboundary systemen-US
dc.titleThe Role of the Levers of Control Framework in Digital Marketing: An Exploratory Studyen-US
dc.titleEl papel de las palancas de control gerencial en el marketing digital: un estudio exploratorioes-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion

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