Bibliographic Details
| Title: |
Data-driven marketing image: implementation and country of operation moderation effects. |
| Authors: |
García-y-García, Elena (AUTHOR) elena.garcia@upaep.edu.mx, Rejón-Guardia, Francisco (AUTHOR) franrejon@uma.es, Sánchez-Baltasar, Laura Berenice (AUTHOR) auraberenice.sanchez@upaep.mx |
| Source: |
International Journal of Retail & Distribution Management. 2025, Vol. 53 Issue 13, p136-152. 17p. |
| Subject Terms: |
*CUSTOMER satisfaction, *CUSTOMER loyalty, *WORD of mouth advertising, *MARKETING research, CROSS-cultural differences |
| Geographic Terms: |
SPAIN, MEXICO |
| Abstract: |
Purpose: This study investigates the impact of Data-Driven Marketing Image (DDMI) on consumer outcomes like customer satisfaction, identification, product evaluation, eWOM, and electronic loyalty, using the Stimulus-Organism-Response (S-O-R) framework. It also examines how different Data-Driven Marketing (DDM) implementation levels and cultural differences between Spain and Mexico moderate these effects. Design/methodology/approach: A quantitative research design was used to distribute an online survey to fashion retail consumers in Spain and Mexico. Relationships were analysed using PLS-SEM, and multigroup analysis assessed the moderating effects of DDM implementation and country. Findings: The study shows that Data-Driven Marketing Image (DDMI) enhances customer-company identification, product evaluation, and satisfaction, positively influencing eWOM and loyalty. These effects intensify under high DDM implementation, underscoring the strategic value of advanced data use. Cross-cultural results indicate stronger DDMI product evaluation links in Spain and stronger DDMI satisfaction links in Mexico. These patterns reflect differences in digital maturity and cultural dimensions (e.g. uncertainty avoidance, collectivism), highlighting the need to adapt DDM strategies to local contexts. Originality/value: This research extends data-driven marketing literature by introducing and validating the concept of DDMI within the S-O-R framework. It examines the relationship between DDMI and consumer outcomes across cultures and analyses how varying levels of DDM implementation influence consumer perceptions. [ABSTRACT FROM AUTHOR] |
|
Copyright of International Journal of Retail & Distribution Management is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| Database: |
Business Source Index |
Full Text Finder 
Nájsť tento článok vo Web of Science