Post-Pandemic Insights: Evaluating the Impact of Big Data Analytics, Circular Economy Practices, and Digital Marketing on Firm Performance

Abstract

The COVID-19 pandemic has caused significant disruption to global economies, disrupting business activities, consumer behaviour and supply chain dynamics. Keep in view these issues, employing business data analytics (BDA), circular economy (CE), and digital marketing has become critical for businesses to stay growing and agile. The study explores the impact of BDA on CE and digital marketing and their impact in enhancing resilience and sustainability performance of China’s manufacturing sector during the post-pandemic era. Via cross-sectional data and the PLS-SEM (partial least squares structural equation) modelling, the findings validates that BDA implementation augments decision-making, while CE contributes to environmental impact mitigation and cost reduction. The findings also elucidate that collective focus on digital marketing, driven by changing consumer preferences, is driving customer engagement and boosting financial performance. This research suggests policy makers to invest in BDA and data driven stategies to get enrich insight about market trends and real time data, customer preference and manage SC disruption in post pandemic era.