ENTREPRENEURIAL DECISIONS IN THE DIGITAL AGE: THE ROLE OF BIG DATA ANALYTICS IN MAKING ENTREPRENEURIAL DECISION IN EMERGING ECONOMY

Abstract

The specific objectives of this study are to examine the effect of Big Data Analytic Method and Big Data Analytic Tools on entrepreneurial decision and investigate how data-driven insight mediates the relationship between these factors and entrepreneurial decision. A survey questionnaire was used to collect 320 usable responses from IT owner-managers of SMEs in Lagos. PLS-SEM was employed for data analysis. Results showed significant relationships between Big Data Analytic Method and entrepreneurial decision, and between Big Data Analytic Tools and entrepreneurial decision. The study recommends that industry leaders and entrepreneurs use artificial intelligence applications, big data analytics and data-driven insights to enhance decision-making.