Big data analytics and market performance: the roles of customization and personalization strategies and competitive intensity

Mahmoud Abdelrahman Kamel

25 citations0/0 files storedJournal of Enterprise Information Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Big Data and Business Intelligence Digital Innovation in Industries Big Data Technologies and Applications

Abstract

Purpose Big data analytics (BDA) plays a crucial role in understanding customer behavior through Customer Relationship Management (CRM), especially in a rapidly changing business environment. This paper investigates the direct effect of BDA use on market performance, besides the mediating effect through Big Data-enabled CRM strategies adoption (e.g. customization and personalization). The paper also examines the moderating role of competitive intensity in these effects. Design/methodology/approach Drawing from a knowledge-based view (KBV) and Organizational Information Processing Theory (OIPT), the authors formulated the research model. Subsequently, the measurement model and hypotheses were tested through PLS-SEM on online survey data of 229 managers from 167 companies out of Egypt's top 500. Findings The results indicated that BDA use does not directly affect the market performance, but this effect was significant through customization and personalization strategies adoption. The results also revealed a positive association between BDA use and the adoption of these strategies. Furthermore, competitive intensity only moderates the relationship between BDA use and personalization strategy adoption. Research limitations/implications Companies can use BDA to improve customer knowledge and experience through customization and personalization, leading to better market performance and moving towards becoming a Big Data-driven organization. This study is limited to companies in the Egyptian context, which restricts the generalizability of the results. Originality/value This study conceptually and empirically explores how BDA usage, customization and personalization strategies impact market performance under competitive intensity situations, especially in the context of emerging markets.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 25 citations exist upstream.

References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2016Big data analytics and firm performance: Effects of dynamic capabilities 2016Critical analysis of Big Data challenges and analytical methods 2015How ‘big data’ can make big impact: Findings from a systematic review and a longitudinal case study 2012Using partial least squares in operations management research: A practical guideline and summary of past research 2016How to improve firm performance using big data analytics capability and business strategy alignment?2015Big Data consumer analytics and the transformation of marketing

Cited by

2025Profit over principles: unveiling the motivating factors behind dark patterns in e-commerce through the lens of agency theory

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.