Data-driven marketing image: implementation and country of operation moderation effects

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.