Impact of big data analytics on telecom companies’ competitive advantage
Identificadores
URI: https://hdl.handle.net/10481/99594Metadatos
Mostrar el registro completo del ítemAutor
Alshawawreh, Ali Ra’Ed; Liébana Cabanillas, Francisco José; Blanco Encomienda, Francisco JavierEditorial
Elsevier
Materia
Big data analytics e-WOM e-CRM Social media Market performance Competitive advantage
Fecha
2024Referencia bibliográfica
Alshawawreh, A. R., Liébana-Cabanillas, F., & Blanco-Encomienda, F. J. (2024). Impact of big data analytics on telecom companies' competitive advantage. Technology in Society, 76, 102459.
Patrocinador
This work was supported by the Research Program from the Faculty of Education, Economy and Technology of Ceuta. Funding for open access charge: Universidad de Granada / CBUA.Resumen
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.