Data-Driven Marketing Image: Scale Development and Its Moderating Effect on Firm Performance

Abstract

This study develops and validates a measurement scale for assessing Data-Driven Marketing Image (DDMI)—the corporate image of companies that utilize data-driven marketing in their decision-making and online retail operations . Grounded in theories of corporate image and consumer behavior, the research employs a mixed-methods approach beginning with a deductive literature review and qualitative expert interviews to generate scale items, followed by a pilot study and a large-scale survey of 301 consumers . Exploratory and confirmatory factor analyses validate the DDMI scale, which captures dimensions including personalization, privacy concerns, effective communication, efficient payment processes, and robust customer support .Drawing on the Stimulus-Organism-Response (S-O-R) framework, the study further investigates how DDMI influences consumer outcomes including customer satisfaction, customer-company identification, product evaluation, electronic word-of-mouth (eWOM), and electronic loyalty