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Big Data Analytical Capabilities as an Enabler of Marketing Agility: Evidence from the Fintech Sector in Pakistan

Year: 2025

Type: article

Abstract: The fintech sector is growing rapidly in Asia, but in Pakistan, its growth is steady due to dynamic market conditions and customers’ needs. Thus, Fintech companies or startups in Pakistan must develop marketing agility to cope with the dynamic market and customers’ needs. This research aimed to highlight the influence of big data analytical capabilities on the marketing agility of Fintechs. The data were gathered from 440 top and middle-level managers and analyzed by using SPSS and SmartPLS4. The results highlighted that Fintech companies or startups aiming to develop marketing agility must adopt big data analytical capabilities. The research directed the attention of marketing managers towards the significance of big data analytical capabilities for developing marketing agility.

Source: The Asian Bulletin of Big Data Management

DOI: 10.62019/7f0d8779

Authors: Aamir Abbas, Imran Arshad, Zohaib Irshad, Hafiz Muhammad Waqas

Institutions: Government College University, Faisalabad, Riphah International University

Language: English

Topic: Big Data and Business Intelligence

Subfield: Management Information Systems

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4414211163

FWCI: 1.427

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Cited by: 1

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