DYNAMIC RELATIONSHIPS: E-COMMERCE SALES AND KEY EXOGENOUS VARIABLES IN THE PHILIPPINES

Abstract

This study delves into the complex and evolving landscape of e-commerce in the Philippines, focusing on the relationship between E-Commerce Sales as the endogenous variable and a set of influential exogenous variables, including Digital Marketing Spending, GDP Growth, Internet Penetration, and Mobile Phone Ownership. This research employs a flexible spline modeling approach, uncovers non-linear associations, and offers significant implications for academic understanding and practical applications. The findings underscore the growing impact of Digital Marketing Spending on E-Commerce Sales, revealing the paramount role of online advertising and promotional strategies in the digital marketplace. Moreover, the study explains the intricate interplay between GDP Growth, Internet Penetration, Mobile Phone Ownership, and E-Commerce Sales, highlighting the non-linear nature of these relationships. As the Philippines continues its economic expansion and technological integration, these associations exhibit insightful implications for policymakers, businesses, and e-commerce stakeholders.  Article visualizations: