The impact of perceived knowledge on marketing agility in the context of big data: role of deployment level

Purpose - Against the backdrop of dynamic capabilities theory, this research examines the relationship between knowledge and marketing agility in the context of big data marketing analytics (BDMA). The relevant knowledge constructs under investigation are business/marketing, relational, technological and technology management. The level of BDMA deployment is also examined to determine its impact on these relationships. Design/methodology/approach - A survey was used to gather data from marketing professionals working in firms with at least limited experience in big data (BD) deployment in the United States and Canada. The results were analyzed using partial least squares structural equation modeling (PLS-SEM) with a sample of 236 responses. Findings - The results indicate that marketing professionals perceived the knowledge and marketing agility constructs differently than the previous research on IT professionals. The knowledge construct was perceived as a two-dimensional construct consisting of broad knowledge skills and specific technical knowledge skills. Only the broad knowledge skills construct was significantly related to the marketing agility construct, with progressively high predictive validity and relevance when the deployment of BDMA progresses. Originality/value - The paper's originality stems from the different conceptualizations of the knowledge and marketing agility constructs due to the use of a novel sample of marketing professionals in this study. The research also contributes to the dynamic capabilities theory by emphasizing the critical role of vital knowledge when aiming to enhance marketing agility.