International Journal of Innovation, Creativity and Change. www.ijicc.net Volume 15, Issue 5, 2021 1153 Impact of Big Data Analytics on Firm Performance with Mediating Role of Decision-Making Performance and Innovation Capability Shabbar Hussain a , Afshan Rehman b , Munnawar Naz Khokhar c , Misbah Ejaz d , Muhammad Munir e , a Air University School of Management Sciences, Air University Islamabad Pakistan, b Faculty of Management Sciences, IIU Islamabad, Paksitan, c Department of Management Sciences, COMSAT Islamabad, Pakistan. d Department of Management Sciences, CUST Islamabad, Pakistan, e Department of Management & Administrative Sciences, University of Narowal, Pakistan Email: a shabbar.hussain@gmail.com, d misbaahshk@gmail.com, e muhammad.munir@uon.edu.pk Big data analytics is emerging as a game changing capability which generates valuable insights and reveals new patterns to keep organizations up-to-date and plan their moves accordingly. This research study is aimed at exploring the impact of big data analytics competency on firm performance and those underlying resource dimensions which drives the high level of BDAC. Empirical results, based on a quantitative analysis of such firms which are practicing big data analytics in their units; specifically of telecommunication and banking corporations across Pakistan, identify that performance of a firm significantly increases when higher level of big data analytics competency is developed and that the decision-making performance and innovation capability mediate this relationship. In addition, findings of the current study demonstrate that a positive and a significant relation is present between big data analytics competency and firm decision- making performance such that higher level of big data analytics competency would make firm decision-making performance better. The study, therefore, significantly contributes to the domain of managing big data analytics and firm’s performance. This study draws the attention of researchers as well as practitioners to consider the behavior of decision- making performance and innovation capability in this association while suggesting the potential for future researchers to explore this relationship with possible moderators like top management support, employees’ commitment, and/ or readiness for change. Keywords: Big Data Analytics Competency, Decision Making Performance, Innovation Capability, Firm Performance