Impact of big data analytics on telecom companies’ competitive advantage Alshawawreh, Ali Ra’Ed Liébana Cabanillas, Francisco José Blanco Encomienda, Francisco Javier Big data analytics e-WOM e-CRM Social media Market performance Competitive advantage 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. 2025-01-20T07:59:15Z 2025-01-20T07:59:15Z 2024 journal article 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. https://hdl.handle.net/10481/99594 https://doi.org/10.1016/j.techsoc.2024.102459 eng http://creativecommons.org/licenses/by-nc-sa/4.0/ open access Atribución-NoComercial-CompartirIgual 4.0 Internacional Elsevier