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Unveiling the Nature of Big Data Analytics Capabilities. Trust and the Moderating Role of Environmental Hostility

Introduction Big data represents a disruptive paradigm shift for businesses (Chauhan et al., 2022; George et al., 2014; Ekbia et al., 2015). According to McAfee and Brynjolfsson (2012), firms that anchor their activities on data show productivity rates and profitability that are 5% or 6% higher than their counterparts. Data-driven firms are business organizations that build tools, abilities, and culture ...