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دسته بندی:
داده های بزرگ - big data
سال انتشار:
2020
عنوان انگلیسی مقاله:
Business value of big data analytics: A systems-theoretic approach and empirical test
ترجمه فارسی عنوان مقاله:
ارزش تجاری تجزیه و تحلیل داده های بزرگ: یک رویکرد سیستم-تئوری و آزمون تجربی
منبع:
Sciencedirect - Elsevier - Information & Management, 57 (2020) 103124: doi:10:1016/j:im:2018:11:001
نویسنده:
John Qi Donga,⁎, Chia-Han Yangb
چکیده انگلیسی:
Although big data analytics have been widely considered a key driver of marketing and innovation processes,
whether and how big data analytics create business value has not been fully understood and empirically validated
at a large scale. Taking social media analytics as an example, this paper is among the first attempts to
theoretically explain and empirically test the market performance impact of big data analytics. Drawing on the
systems theory, we explain how and why social media analytics create super-additive value through the synergies
in functional complementarity between social media diversity for gathering big data from diverse social
media channels and big data analytics for analyzing the gathered big data. Furthermore, we deepen our theorizing
by considering the difference between small and medium enterprises (SMEs) and large firms in the required
integration effort that enables the synergies of social media diversity and big data analytics. In line with
this theorizing, we empirically test the synergistic effect of social media diversity and big data analytics by using
a recent large-scale survey data set from 18,816 firms in Italy. We find that social media diversity and big data
analytics have a positive interaction effect on market performance, which is more salient for SMEs than for large
firms.
Keywords: Big data analytics | Social media analytics | Synergies | Business value of information technology | Market performance | Digital innovation
قیمت: رایگان
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