Does Big Data Analytics Adaptation Improve Corporate Sustainability Performance? Role of Environmental Dynamism and Organisational Agility

The purpose of this study is to examine the effect of big data analytics adaptation (BDAA) on corporate sustainability performance (CSP) in the context of the mediating role of organisational agility (OA) and the moderating effect of environmental dynamism (ED). The sample of the research consists of 297 middle and senior managers and information technology employees from organisations operating in various sectors in Turkey that actively use big data analytics. Structural Equation Modelling (SEM) was used to analyse the data obtained, and the mediating effects were tested using the Bootstrapping technique, whereas the moderating effects were tested using simple slope analysis. The analysis results show that big data analytics positively affects corporate sustainability performance and that organisational agility plays a significant mediating role in this relationship. Furthermore, it was found that environmental dynamism created a statistically significant and enhancing moderation effect in the model. The positive effect of big data capabilities on corporate sustainability performance increases under conditions of high environmental uncertainty and dynamism in the market. The findings support the Dynamic Capabilities Theory perspective, emphasising the critical importance of organisations adopting data-driven agile strategies to gain a competitive advantage in volatile markets.