IDEAS home Printed from https://ideas.repec.org/a/bdz/inscte/v4y2025i11p7-13.html

Research on the Precision Allocation of Cross-Border Marketing Resources of US Enterprises Driven by Digital Technology

Author

Listed:
  • Chunzi Wang

    (WQKX (Wanqi Qianxiao), Beijing 100002, China)

Abstract

Against the backdrop of global digital transformation, the cross-border marketing resource investment of US enterprises has maintained an average annual growth rate of 15.6%, yet resource misallocation losses have reached 19.4%, and the application conversion rate of digital technologies is only 37%. Based on Resource Dependence Theory, Technology Acceptance Model, and Market Segmentation Theory, this study constructs an integrated model of “digital technology – resource adaptation – marketing performance”. Taking 360 panel data observations from 45 US multinational enterprises during 2020-2023 as samples, this paper employs methods such as PLS-SEM and DEA model to explore the driving mechanism of digital technology on the allocation of multi-dimensional marketing resources. The results indicate that digital technology has a significant positive impact on resource adaptation degree, which plays a complete mediating role, and target market type exerts a significant moderating effect.

Suggested Citation

  • Chunzi Wang, 2025. "Research on the Precision Allocation of Cross-Border Marketing Resources of US Enterprises Driven by Digital Technology," Innovation in Science and Technology, Paradigm Academic Press, vol. 4(11), pages 7-13, December.
    • Handle: RePEc:bdz:inscte:v:4:y:2025:i:11:p:7-13
    DOI: 10.63593/IST.2788-7030.2025.12.002
    as

    Download full text from publisher

    File URL: https://www.paradigmpress.org/ist/article/view/1931/1780
    Download Restriction: no
    File URL: https://libkey.io/10.63593/IST.2788-7030.2025.12.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bdz:inscte:v:4:y:2025:i:11:p:7-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Editorial Office (email available below). General contact details of provider: https://www.paradigmpress.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.