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

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.