Abstract
Businesses must be innovative in the current "knowledge-based economy" if they intend to create and maintain a competitive advantage over rivals. The adoption of big data analytics (BDA) is thus revolutionary for precise decision-making and top performance in the present industrial environment. BDA application has attracted interest particularly due to the prospects and benefits that may be realized from its utilization in both academic and practical circles. Nevertheless, its adoption in small and medium-sized (SME) businesses is unknown thus far, prompting this study. To determine the determinants influencing SME preparedness to adopt BDA, the current study used the Technology Organization Environment (TOE) framework. The results supported the positive effects of BDA adoption on organizational marketing and financial performance in SMEs. Hence, understanding the factors influencing BDA acceptance enables managers to undertake the right initiatives, which are essential for its successful implementation. The outcomes also render it possible for BDA service providers to draw in and spread its prevalence among SME businesses.
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