Purpose: Drawing on the Resource Based View (RBV) and Dynamic Capabilities Theory (DCT), the study seeks to investigate the impact of Big Data Analytics (BDA) on Project Success (PS) through Knowledge Sharing (KS) and Innovation Performance (IPF). Design/Methodology: Survey data were collected from 422 senior-level employees in IT companies, and the proposed relationships were assessed using the SMART-PLS 4 Structural Equation Modeling tool. Findings: The results show a positive and significant indirect effect of big data analytics on project success through knowledge sharing. IPF significantly mediated the relationship between BDA and PS in IT companies. Originality/Value: This study is one of the first to consider big data analytics as an essential antecedent of project success. With little or no research on the interrelationship of big data analytics, knowledge sharing, innovation performance, and organizational performance, the study investigates the mediating role of knowledge sharing and innovation performance on the relationship between BDA and PS. Implications: This study, grounded in RBV and DCT, investigates BDA’s influence on PS through KS and IPF. Implications encompass BDA’s strategic role, KS and IPF mediation, and practical and research-based insights. Findings guide BDA integration, collaborative cultures, and sustained success.

The projects of the IT industry are considered successful when they are completed within the timeline, budget, and client satisfaction on a specific project. Although client relationship is not given much importance in the delay of a project, through several studies it has been seen that the project is delayed in the IT industry due to a lack of awareness about the project to the client. The objective of this study is to inspect the impact of client relationships on project delay. Drawing on stakeholder theory and agency theory, this study investigates how client relationship influences project delay through project awareness and the role of project governance as moderator. A deductive approach of reasoning was used to test the hypotheses formulated under the current research work and proceed by using the quantitative method. This study employed a cross-sectional research design, where data was collected at a specific point in time through a survey strategy. Data was collected from the sample of 288 respondents from the IT companies of Rawalpindi and Islamabad. The data was collected using a convenience sampling technique. The demographics of the respondents were analyzed through the IBM-SPSS software program. The assumptions and the reliability of the model were also tested in SPSS. In this study, it was discovered that effective management of client relationships significantly reduces project delays, with project awareness being a crucial factor in this mitigation process. The results revealed that client relationship was negatively associated with project delay and project awareness. Whereas this linkage was mediated by project awareness. This study concludes that adequate project awareness and fruitful project governance reduce project delays and lead to positive client relationships.

In the 21st century, brand communication has been significantly transformed through the interaction of users and artificial intelligence (AI), who co-create and recreate texts in digital environments. This evolution challenges traditional disciplines and roles, opening new perspectives for textual production on multiple platforms. The study examines the current state and application of the textual component in brand communication, exploring its disciplinary foundations, rhetorical traces, and research methodologies. To this end, a content analysis of 97 relevant publications from 2000 to 2024 was conducted, selected for their impact on the field of brand communication and following the guidelines established in the PRISMA statement. The results identified three sources of textual creation: Organization, users and algorithms. In addition, persuasion and sentiment take precedence at the rhetorical level, while data mining stands out in message analysis. In conclusion, the advertising text, which previously prevailed in brand communication with corporate authorship, formal prefiguration and a closed entity, now expands in a media and networked context. This text originates from a multiplicity of human and automated sources, overlapping rhetorical phases and fluid textualities. The shift implies a transition from unidirectional communication, characterized by repeated impacts, to multidirectional communication with spiraling trajectories and iterative adjustments. This challenges the boundaries of genres and formats, merging the persuasiveness of rhetoric and the imagination of storytelling. This situation demands commercial policies that integrate new professionals and roles, in partnership with the educational sector, and that address copyright with AI and users.

In a rapidly evolving digital economy, cyberpreneurship has emerged as a pivotal force driving innovation and economic growth. The study applies the Theory of Planned Behaviour in predicting entrepreneurial intention in the context of Malaysia, where the government has actively championed digital entrepreneurship. Drawing from a sample of 473 final-year university students in the Klang Valley region of Malaysia, the study investigates the impact of Individual Entrepreneurial Orientation (IEO) dimensions, namely innovativeness, risk-taking, and proactiveness, on the intention to engage in cyberpreneurship within the context of Digital Free Trade Zones (DFTZ). The study further examines the moderation effect of psychological characteristics incorporating visionary thinking, self-efficacy, opportunism, and creativity to provide a comprehensive understanding of the factors influencing cyberpreneurial intentions. With the moderating variable, the paper presents a comprehensive model to investigate the IEO and psychological characteristics contributing to cyberpreneurship intentions and its impact on engagement in DFTZ. An empirical examination of data and hypotheses found that risk-taking (RISK) and proactiveness (PRO) are significantly related to cyberpreneurial intention. Psychological characteristics significantly proved its moderating role in its interaction with innovatiness (INNO), risk-taking (RISK), and proactivness (PRO) in influencing cyberpreneurial intentions (CYBER_PI). Innovativeness (INNO) without the influence of the moderating variable is not significantly related to cyberpreneurial intentions. Engagement with the Digital Free Trade Zone (DFTZ) through the mediating role of cyberpreneurial intentions (CYBER_PI), the innovativeness (INNO) did not succeed. On the other hand, risk-taking (RISK) and proactiveness (PRO) are found to be significant. The paper contributes to the landscape of e-commerce and digital trade literature by advancing our understanding of the factors driving individuals’ intentions to participate in cyberpreneurship and engage in DFTZ. The findings of this study provide valuable insights for policymakers, educators, and entrepreneurs alike.