An empirical test of antecedents and perceived performance of big data analytics in telecommunication companies.

The emergence of Data concepts, sources, types, and analysis mechanisms has changed dramatically in recent years. Nowadays, big data analytics (BDA) dominates the attention of scholars and practitioners. Since this emergence, different business sectors have started deploying BDA in various endeavors to help improve decision-making and gain a competitive advantage. Recently, some organizations reported that BDA has not yielded the expected business value. In addition, researchers have focused so far on BDA usage in developed countries. Antecedents of BDA adoption have been widely researched; nevertheless, this study is among the first to collate selected antecedents and perceived performance of BDA adoption in one integrated and validated model in the telecommunication sector. Using a purposive sampling technique, thestudy deployed structural equation modeling (SEM) to analyze 201 observations. The findings reveal that six of the eight antecedents of BDA significantly impact BDA, while two showed no significant effect. Furthermore, this research finds that BDA has a positive impact on perceived performance, thus contributing to the technology adoption literature by offering valuable insights for researchers and practitioners in a developing country like Sudan.