A COMPREHENSIVE STUDY ON MODERATOR OF BIG DATA USAGE IN SHAPING CORPORATE IMAGE THROUGH MARKETING INITIATIVES IN CHINA’S ICT SECTOR

Abstract

This study examines big data utilization as a moderating factor in the relationship between marketing initiatives and the development of corporate images. Quantitative methodology employed and 400 data set gathered from professionals that comes from three representative cities in China. This study examines five key marketing initiatives, digital marketing strategies, customer engagement, brand personality, innovation and technological advancements, and corporate social responsibility (CSR), and their impact on shaping corporate image. During data analysis and hypothesis testing, AMOS and SPSS were used to check reliability and validity for all variables. The findings indicate that each marketing initiative variable has direct relationship with development of corporate images. Regarding the indirect effect of big data usage as moderate variable between the variables, the results specified that it does not moderate the relationship between digital marketing strategies and corporate image. However, the models confirmed that big data usage significantly moderates the relationships between other marketing initiatives and corporate image. Nonetheless, all moderation effects were negative, implying that the increased big data usage will diminish the positive impact of these variables on corporate image. Based on the research findings, implications for theory, practitioners and policy were examined. Limitations and recommendations for future research were outlined.