Big Data -- A Theory Model

Big Data is an emerging research topic. However, the term remains fuzzy and is seen as an umbrella term. Its origin, composition, possible strategies, and outcomes are unclear. This impedes the positioning of publications addressing business administration issues related to Big Data. The missing theoretical foundation of Big Data has been recognized, as has the need for underlying relationships and concepts to be elucidated. While a few publications have directly addressed this need, the analysis has remained methodically weak. Based on an existing qualitative model, we developed a Big Data theory model and tested it through structural equation modeling. All the hypotheses in our research model proved significant. The study makes three principal contributions to the scientific discussion about Big Data. First, it elucidates the current characteristics of Big Data. Second, the addressability of Big Data through strategies is demonstrated. Third, it produced evidence of positive outcomes through Big Data.