Tareq N. Hashem and Diana Moh'd Adnan Homsi
The current study aimed at examining the influence of big data analytics (Consumer Acquisition and Retention, Personalization, Cost Reduction and Targeted Advertising) and its role in increasing brand equity within pharmaceutical industry in Jordan during the fiscal year 2020-2021. For that sake, quantitative method was used and a questionnaire was developed and uploaded online in order to collect primary data. A sample of (94) marketing and sales managers in pharmaceutical companies and drug stores in Jordan responded to the questionnaire. SPSS v. 23rd was used in order to screen and analyze gathered data; study indicated that the main hypothesis was accepted and big data analytics play a role in increasing brand equity within pharmaceutical industry in Jordan with high level of relationship and an explained variance of 59.7%. In addition to that, study was able to uncover the fact that marketing and sales managers in pharmaceutical companies and drug stores in Jordan seemed to have a high level of awareness regarding the concept of brand equity and big data analytics as their answers were positive and reflected reliability of study tool. As for variables of big data analytics, it was revealed that big data helps brand equity through the targeted advertising which focuses on orienting the brand to the right audience who are able to help its reputation, equity and meaning. Study recommended taking care of the quantities of data that are received by organizations during marketing campaigns, as this data can be converted into valuable information if properly arranged and organized.