Examining the mediating role of market performance in the relationship between the big data analytical capability and firm performance

Abstract

The purpose of this study is to investigate how a company's success is related to its capacity to analyze large amounts of data. A quantitative research strategy was used to collect information from 250 companies across several different industries. Partial least squares and structural equation modeling (SEM) were used to analyze the data for this investigation (PLS). The study's findings suggest that companies benefit from being able to analyze large amounts of data since it improves their standing in the market. The study's results also supported the idea of market success acting as a moderator between big data analytic abilities and corporate success. The results show that businesses that are prepared to examine big data have a greater chance of success in the long run. The ramifications of these findings for businesses who want to maximize their big data capabilities and market performance to improve corporate performance are substantial.