Abstract: 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.
Keywords: Pharmaceutical, Big Data Analytics, Brand Equity, International Brand, Brand
Reputation.