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An Empirical Examination of the Relationship Between Data Storytelling Competency and Business Performance

OAI: DOI: 10.4018/JOEUC.20210901.oa3
Published by: IGI Global


With the proliferation of big data and business analytics practices, data storytelling has gained increasing importance as an effective means for communicating analytical insights to the target audience to support decision-making and improve business performance. However, there is a limited empirical understanding of the relationship between data storytelling competency, decision-making quality, and business performance. Drawing on the resource-based view (RBV), this study develops and validates the concept of data storytelling competency as a multidimensional construct consisting of data quality, story quality, storytelling tool quality, storyteller skills, and storyteller domain knowledge. It also develops a mediation model to examine the relationship between data storytelling competency and business performance, and whether this relationship is mediated by decision-making quality. Based on an empirical analysis of data collected from business analytics practitioners, the results of this study reveal that the data storytelling competency is positively linked to business performance, which is partially mediated by decision-making quality. These results provide a theoretical basis for further investigation of possible antecedents and consequences of data storytelling competency. They also offer guidance for practitioners on how to leverage data storytelling capabilities in business analytics practices to improve decision-making and business performance.