The financial and market impact of big data analytics and big data talent analytics capability: a knowledge management perspective

Abstract Burgeoning research in data sciences demonstrates that big data analytics capability (BDAC) transforms large amounts of data into valuable knowledge and information, enhancing decision processes and improving firm performance. Nevertheless, limited research has theoretically outlined and empirically established the frameworks and constructs through which BDAC impacts the performance of small and medium enterprises (SMEs). This study adds to existing research on the relationship between BDAC and SME performance. Drawing on the dynamic capability theory, it is essential to argue how BDAC influences marketing performance (MP) and financial performance (FP), which is dependent on the intervening role of knowledge management with big data analytics talent capability (BDATC). This study highlighted the mediating role of knowledge Management (KM) and the moderating effect of Big Data Analytics Talent Capabilities (BDATC) in relation to BDAC. Based on the Conceptual model, data was collected from 379 SMEs in China using a well-designed questionnaire. Structural Equation Modeling (SEM) was employed using AMOS and SPSS for data analysis. Findings show that BDAC positively influences the firm’s financial and marketing performance. Furthermore, results confirm that KM mediates the link between a firm’s BDAC and financial and marketing performance. The findings also confirm that BDATLC significantly moderates the relationship between BDAC and financial performance while negatively moderating the relationship between BDAC and marketing performance. This study contributes to understanding the important role of human talent capability in the era of technology and big data (BDATLC), particularly regarding the talent capability for Big Data Analytics (BDA). The findings highlight the strategic significance of nurturing and retaining BDA talent to enhance the performance of SMEs.