Impact of big data analytics on telecom companies' competitive advantage

Alshawawreh, Ali Ra’Ed, Francisco Liébana-Cabanillas and Francisco Javier Blanco-Encomienda

Technology in Society, 2024, vol. 76, issue C

Abstract: The aim of this study is to explore the potential uses of Big Data for enhancing the competitive position of telecommunication companies based on Resource-Based View Theory. To achieve it, a quantitative approach was employed to collect and analyze primary data from 304 telecommunications companies, which was then utilized to test hypotheses related to the targeted phenomena. A structural equation model was proposed to analyze the effects of Big Data Analytics (BDA) on achieving a competitive advantage. The results indicated that BDA improves electronic word of mouth (e-WOM) and electronic customer relationship management (e-CRM). Furthermore, it was found that BDA improves social media platforms. In addition, e-WOM, e-CRM, and social media were found to improve market performance, ultimately boosting competitive advantage. This research underscores the significance of analyzing BDA to achieve a competitive advantage among competing telecommunication firms.

Keywords: Big data analytics; e-WOM; e-CRM; Social media; Market performance; Competitive advantage (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:76:y:2024:i:c:s0160791x24000071

DOI: 10.1016/j.techsoc.2024.102459

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