Background and Objective: Despite the rapid growth of big data, many advertising firms face substantial challenges in effectively leveraging analytical tools to predict consumer behavior and optimize their activities. Reliance on intuition-based creativity and limited market responsiveness can significantly undermine their performance and competitive position. This study examines the effect of big data analytics capabilities (BDAC) on firm performance (FP) by investigating the mediating roles of marketing agility (MA) and organizational learning (OL).
Methodology: Grounded in the positivist paradigm and employing a deductive approach, this cross-sectional study was conducted for an applied purpose using a descriptive-survey design. The statistical population comprised managers and experts in advertising firms in Tehran Province who held responsibilities or had relevant experience in marketing and advertising activities. Using G*Power, a sample size of 222 firms was determined. Data were collected through a standardized questionnaire using non-probability convenience sampling. The research model was tested using structural equation modeling (SEM) with SmartPLS 3.
Findings: BDAC positively affected MA, OL, and FM. MA and OL also had significant positive effects on FP. Moreover, the mediating effect of MA was supported, whereas the mediating effect of OL was not statistically significant.
Conclusion: Analytical capabilities reduce decision-making uncertainty and enhance performance; however, the value of big data is fully realized when translated into a dynamic capability manifested through rapid market responsiveness, enabling the real-time redesign of advertising strategies.