BIG DATA ANALYTICS ADOPTION AND FIRMS' PERFORMANCE IN VIETNAMESE SMES

Big Data Analytics (BDA) adoption represents a transformative phenomenon in contemporary industry, offering capabilities for precise decision-making and enhanced operational efficiency. However, the factors influencing its adoption and the resultant impacts on small and medium enterprises (SMEs) remain insufficiently understood, motivating the focus of this study. Analyzing data from 388 Vietnamese SMEs in manufacturing, we identify several critical determinants of BDA adoption. The study underscores the substantial positive impact of BDA adoption on both the marketing and financial performance of SMEs. Insights into the drivers of BDA adoption gleaned from this study provide SME managers with actionable knowledge to implement strategic initiatives conducive to effective BDA integration. Thus, this research contributes to a clearer understanding of BDA adoption dynamics in SMEs, facilitating informed decision-making by managers and strategic planning by service providers in this evolving technological landscape.