“…The findings also underscore the importance of investment in the technological infrastructure and human resources required to support the application of Big Data innovations in decision-making strategies, which aligns with previous research (Ahmed et al, 2022;Ashsifa & Ali, 2019;Basile et al, 2024;Cui et al, 2022;Gravili et al, 2023;Keshavarz et al, 2021;Koshcheeva & Lyapina, 2022;Perifanis & Kitsios, 2023;Wang, 2023). In an increasingly connected and digital business environment, organisations need to ensure that they have robust technology systems and employees skilled in data analysis and interpretation.…”