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Data-based drivers of big data analytics utilization: moderating role of IT proactive climate by Atiyeh Seifian; Mohamad Bahrami; Sajjad Shokouhyar; Sina Shokoohyar is a Business, Management and Accounting article available to read on EtoBox.

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## Purpose This study uses the resource-based view (RBV) and isomorphism to investigate the influence of data-based resources (i.e. bigness of data, data accessibility (DA) and data completeness (DC)) on big data analytics (BDA) use under the moderation effect of organizational culture (i.e. IT proactive climate). It also analyzes the possible relationship between BDA implementation and value creation. ## Design/methodology/approach The empirical validation of the research model was performed through a cross-sectional procedure to gather survey-based responses. The data obtained from a sample of 190 IT executives having relevant educational backgrounds and experienced in the field of big data and business analytics were analyzed using structural equation modeling. ## Findings BDA usage can generate significant value if supported by proper levels of DA and DC, which are benefits obtained from the bigness of data (high volume, variety and velocity of data). In addition, data-driven benefits have stronger impacts on BDA usage in firms with higher levels of IT proactive climate. ## Originality/value The present paper has extended the existing literature as it demonstrates facilitating

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Author

Atiyeh Seifian; Mohamad Bahrami; Sajjad Shokouhyar; Sina Shokoohyar

Publisher

Emerald

Published

2023

Language

EN

Field

Business, Management and Accounting (Social Sciences)