"“Although Big Data Analytics (BDA) are considered as a key driver of marketing and innovation processes, whether and how BDA create business value is not understandable and empirically validated at a large scale”"
This research, using as an example social media analytics, theoretically explains and empirically tests the market performance impact of BDA. Based on the systems theory, social media analytics create super-additive value through the synergies in functional complementarity. This value is found between social media diversity for gathering big data from diverse social media channels and BDA for analyzing the gathered big data. This theoretic approach considers the difference between small and medium enterprises (SMEs) and large firms in the required integration effort where synergies of social media diversity and BDA can be enabled. Now, by using a recent large-scale survey data set, from 18,816 firms in Italy, it’s empirically testing the synergistic effect of social media diversity and BDA. Social media diversity and BDA have a positive interaction effect on market performance, which is more salient for SMEs than for large firms. The managers of SMEs can build the competitive advantage by better integrating social media channels and BDA, realizing the super-additive value from social media analytics, and growing on steroids in the marketplace. The managers of large firms can combine their complex use of social media channels and BDA, in order to utilize social media analytics to enhance their market performance. Also, they can realize the super-additive value from the complementary use of them, if sufficient integration effort is made.