Analytics Culture and Absorptive Capacity as Mediators of Big ‎Data Value Creation in SMEs

  • Authors

    • Yanamadala Durga Prasad Research Scholar, Department of Computer Engineering & Applications,‎ IET, Mangalayatan University, Beswan, Aligarh-202146, Uttar Pradesh, India‎
    • Dr Sumit Singh Sonker Assistant Professor, Department of Computer Engineering & Applications IET, Mangalayatan University, Beswan , Aligarh-202146,Uttar Pradesh, India
    https://doi.org/10.14419/p3aazc61

    Received date: September 19, 2025

    Accepted date: October 27, 2025

    Published date: November 4, 2025

  • SME; Big Data; Analytics; Reliability; Culture

  • Abstract

    This paper examines the ways small and medium firms derive value from big data analytics. It notes that many firms invest in analytics ‎technology. Yet many struggle to turn data into strategic value. The research asks whether analytics culture and absorptive capacity help. ‎Analytics culture involves using data in daily decisions. Absorptive capacity involves finding, learning, and using outside knowledge. The ‎model tests human and technological analytics capabilities. It tests analytics culture and absorptive capacity as mediators. The results show ‎that both mediators matter. Analytics culture amplifies the effect of capabilities on business value. Absorptive capacity strengthens this effect. ‎Together, these factors help firms translate analytics investments into measurable outcomes. The findings add new empirical evidence for ‎SMEs. Results show that technology alone is not enough. Firms need culture and learning routines. Managers should develop analytics ‎mindsets and promote knowledge sharing and external learning. These steps help align analytics with organizational goals and results. The ‎model demonstrated strong fit and predictive accuracy. The mediators partly explain the process through which capabilities lead to value. ‎The research provides clear recommendations for managers in SMEs. Leaders should align technology, people, and processes. Training and ‎hiring matter. Leaders should reward knowledge sharing. Firms should develop routines to learn from partners. The research adds to theory ‎and practice. Limitations include the single-country, cross-sectional design. Future work should use other countries and longitudinal data‎.

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  • How to Cite

    Prasad , Y. D. ., & Sonker , D. S. S. . (2025). Analytics Culture and Absorptive Capacity as Mediators of Big ‎Data Value Creation in SMEs. International Journal of Basic and Applied Sciences, 14(7), 130-138. https://doi.org/10.14419/p3aazc61