The accelerating advancement of digital technologies and the exponential growth of data present significant challenges for organizations seeking to generate actionable insights. Although big data analytics has been widely adopted, many firms continue to encounter difficulties in aligning analytics initiatives with strategic objectives, leveraging these capabilities for innovation, and sustaining competitive advantage. This study investigates the role of organizational big data analytics capabilities in digital business strategy formulation, examining the mediating effect of strategic alignment and the moderating influences of organizational culture, leadership support, industry sector, and analytics maturity.
Employing a mixed-method research design, the study integrates a systematic literature review, expert interviews, and a large-scale survey. Quantitative data were analyzed through structural equation modeling, while qualitative insights provided validation and contextual depth. The findings demonstrate that big data analytics capabilities substantially enhance strategic alignment, innovation performance, and competitive advantage, with strategic alignment serving as a partial mediator. Furthermore, organizational culture and leadership support amplify these effects, while sectoral differences and analytics maturity levels condition their magnitude and application. Qualitative evidence underscores the importance of robust data governance, cross-functional collaboration, continuous organizational learning, and managerial engagement. Overall, the study highlights that the integration of advanced analytics into strategy formulation fosters innovation, operational efficiency, and sustained competitive advantage, thereby contributing both to theoretical advancement and to managerial practice in the digital business environment.