KNOWLEDGE AND ADOPTION OF BIG DATA ANALYTICS BY BRAND COMMUNICATION CAMPAIGN MANAGERS IN LAGOS STATE, NIGERIA

Adopting Big Data Analytics (BDA) provides comprehensive consumer insights and enables highly targeted personalised online advertisements, making it increasingly attractive to brand communication campaign managers globally. However, its adoption in Nigeria particularly in Lagos State which is considered the hub of advertising business has remained a significant challenge. Extant literature has established the prospect of a relationship between knowledge and adoption of BDA. This relationship has been understudied in advertising practice. Hence, the study investigated the relationship between knowledge and adoption of BDA by brand communication campaign managers in Lagos State. An explanatory mixed research design was adopted. Stratified and maximal variation sampling was used. The study population was 4836 brand communication campaign managers in Lagos State. The instrument for data gathering was questionnaire and an interview guide. Data was analysed descriptively, inferentially, and thematically. Results show that knowledge is an enabler of adoption (r = 0.219, p = 0.000), funding, profit-first mindset, and skillset remain the biggest challenges. The study concluded that there is a significant relationship between knowledge of BDA and the adoption of BDA. It recommended strategic investments in training, industry-academia partnerships, and industry-led initiatives to promote big data adoption.