“…Big data and data analytics are not new, but due to their rapid adoption, they appear to be new (Theobald, 2017). Various fields have used big data, for instance, accountancy (Brink and Stoel, 2018), innovation (Marshall, et al, 2015), procurement (Handfield, et al, 2019), academic librarians (Ahmad, et al, 2019), and competitor analysis (Guo, et al, 2015). Big data is also studied because of the benefits of its implementation.…”