Global Journal of Research in Economics, Management and Social Sciences
Home › Global Journal of Research in Economics, Management and Social Sciences
☰
✕
Vol. 1 No. 1 (2026): October
Articles

Big Data Utilisation and its Influence on Organizational Decision-Making Processes

Download Pdf
  • Konstantina Karanasiou,
  • Christos Drosos,
  • Dimitris Tseles

Published 2026-10-07

Keywords

  • Array

Abstract

The rapid expansion of Big Data in today’s digital environment has transformed how organizations gather insights and make strategic decisions. This study conducts a systematic review to explore how Big Data supports and enhances decision-making processes, with particular emphasis on its applications, advantages, and associated challenges within digital marketing contexts. The review highlights how data-driven intelligence enables firms to make timely, evidence-based decisions that can strengthen operational performance and competitive positioning. The insights generated from this study may provide useful guidance for practitioners, stakeholders, and policymakers seeking to design effective strategies that maximize organizational value through Big Data adoption.

Download Pdf

References

  1. Al Nuaimi, E., Al Neyadi, H., Mohamed, N., & Al-Jaroodi, J. (2015). Applications of big data to smart cities. Journal of Internet Services and Applications, 6(1), 1-15. https://doi.org/10.1186/s13174-015-0041-5
  2. Barry, L., & Charpentier, A. (2020). Privacy risks in big data analytics: Challenges and mitigation strategies. Journal of Information Privacy and Security, 16(2), 101–117.
  3. Burri, M. (2019). Understanding the implications of big data and big data analytics for competition law: An attempt for a primer. New Developments in Competition Law and Economics, 241–263.
  4. De Luca, L., Herhausen, D., Troilo, G., & Rossi, A. (2021). How and when do big data investments pay off? The role of marketing affordances and service innovation. Journal of the Academy of Marketing Science, 49, 790–810. https://doi.org/10.1007/s11747-020-00741-3
  5. Ghasemaghaei, M., & Calic, G. (2020). Assessing the impact of big data on firm innovation performance: Big data is not always better data. Journal of Business Research, 108, 147–162. https://doi.org/10.1016/j.jbusres.2019.11.023
  6. Jeble, S., Kumari, Y., & Patil, Y. (2017). Role of big data in decision making. Operations and Supply Chain Management: An International Journal, 11(1), 36–44.
  7. Kong, C. (2022). Research on enterprise digital precision marketing strategy based on big data. Mathematical Problems in Engineering, 2022, 1–11. https://doi.org/10.1155/2022/4279983
  8. Lee, I. (2017). Big data: Dimensions, evolution, impacts, and challenges. Business Horizons, 60(3), 293–303. https://doi.org/10.1016/j.bushor.2017.01.004
  9. Nisar, Q., Nasir, N., Jamshed, S., Naz, S., Ali, M., & Ali, S. (2021). Big data management and environmental performance: Role of big data decision-making capabilities and decision-making quality. Journal of Enterprise Information Management, 34(4), 1061–1096. https://doi.org/10.1108/JEIM-04-2020-0164
  10. Provost, F., & Fawcett, T. (2013). Data science and its relationship to big data and data-driven decision making. Big Data, 1(1), 51–59. https://doi.org/10.1089/big.2013.1508
  11. De Mauro, A., Greco, M., & Grimaldi, M. (2016). A formal definition of Big Data based on its essential features. Library Review, 65(3), 122–135. https://doi.org/10.1108/LR-06-2015-0061
  12. Burri, M., Cavlak, N., & Cop, R. (2021). The role of big data in digital marketing. In Advanced Digital Marketing Strategies in a Data-Driven Era (pp. 16–33). Springer.
  13. Ducange, P., Pecori, R., & Mezzina, P. (2018). A glimpse into big data analytics in the framework of marketing strategies. Soft Computing, 22(1), 325–342. https://doi.org/10.1007/s00500-017-2532-2
  14. Anshari, M. N., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2019). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94–101. https://doi.org/10.1016/j.aci.2018.08.004
  15. Attigeri, G. V., Pai, R. M., & Nayak, A. (2015). Stock market prediction: A big data approach. In TENCON 2015-2015 IEEE Region 10 Conference (pp. 1–5). IEEE. https://doi.org/10.1109/TENCON.2015.7373226
  16. Kwon, O., Lee, N., & Shin, B. (2014). Data quality management, data usage experience and acquisition intention of big data analytics. International Journal of Information Management, 34(3), 387–394. https://doi.org/10.1016/j.ijinfomgt.2014.03.001
  17. Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). The impact of brand equity on customer acquisition, retention, and profit margin. Journal of Marketing, 76(4), 44–63. https://doi.org/10.1509/jm.10.0419
  18. Nunan, D., & Di Domenico, M. (2013). Market research and the ethics of big data. International Journal of Market Research, 55(4), 505–520. https://doi.org/10.2501/IJMR-2013-036
  19. Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. International Journal of Surgery, 88, 105906. https://doi.org/10.1016/j.ijsu.2021.105906
Journal Footer