The Effect of E-Marketing Mix on the Competitive Advantage of Selected Metro Manila Clothing Retailers

• Main Authors: Muros, Nathanael Ian G., Ong, Erika Mae C., Pineda, Eisha Jesieka, Vidallon, Caden R.
• Format: text
• Published: Animo Repository 2023
• Subjects: competitive advantage; e-marketing mix; online retail; clothing industry; technology
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2023/paper_ebov/4; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/1775/viewcontent/PP_EBO_Muros_Ong_Pineda_Vidallon___Nathanael_Ian_Muros.pdf
• Institution: De La Salle University

Following the constant technological developments in the 21st century, e-marketing emerged and became a staple component of corporate globalization. The prevalence of the Internet resulted in more opportunities for businesses to conduct their sales, and as such, it is believed that the application of e-marketing mix strategies, which are commonly referred to as the 7ps of Marketing, have a significant effect on the competitive advantage of selected clothing retailers in Metro Manila. The study is based on a modified framework for e-marketing mix consisting of product, price, place, promotion, physical evidence, people, and process, as each element of the framework can affect a firm’s competitive advantage. This is done individually and as a collective group. A quantitative method of causal and correlational research design was used, in which a survey was conducted among clothing retailers in Metro Manila which utilized online platforms, of which the data was collected both in-person and online. After thorough analysis was done with the collected data, it was concluded that the overall e-marketing mix has a significant relationship with a firm’s competitive advantage. However, among the seven indicators, all but place were found to individually have a significant relationship with the dependent variable.