Influence of big-data based digital media on spiritual goal strivings and well-being: a media richness theory perspective

A thesis submitted to the University of Bedfordshire in partial fulfilment of the requirements for the degree of Doctor of PhilosophyBig-Data characteristics and spirituality are seldom discussed together in the context of assistances provided by big-data based digital media on spiritual goal strivings (SGS). This study’s main aim is to investigate the significance of this relationship between big-data based digital media characteristics and SGS outcomes, and its impact on well-being. A theoretical integrated framework was developed underpinned by Media Richness Theory (MRT) to capture the influence of big-data based digital media characteristics on SGS outcomes. The research design of this epistemological study adopted positivism type of scientific enquiry; employing a deductive approach confining under quantitative research methods and used survey data collection technique. Non-probability self-selection sampling was used and a total of 987 valid responses were analysed by applying statistical tests and techniques following rigorous statistical Structural Equation Modelling (SEM) techniques using IBM AMOS. The results revealed the existence of significant relationship between the big-data based digital media characteristics and SGS outcomes. The study also reveals that digital media characteristics influences successes in SGS outcomes where certain aspects of digital media characteristics are shown to assist SGS towards accomplishments while some have shown to cause hindrances for SGS to be accomplished. The results also confirmed that success in SGS accomplishments increased vitality aspect of well-being. This information is vital for decision making, implementing and planning for various spiritual stakeholders mainly spiritual seekers, spiritual organisations and user experience (UX) - user interface (UI) designers of big-data based digital media developers. With this knowledge contribution, the stakeholders are able to make informed decisions and look for efficient strategies that would provide effective, reliable and sustainable assistances towards SGS accomplishments. The study provides theoretical contribution to the body of IS literature with an integrated and extended MRT conceptual framework providing the foundation for exploring the extended MRT instrument for future studies in similar thematic contexts by other researchers. Further, this study’s empirically validated evidence provides practical contribution in its effort to spiritual stakeholders with the confidence to adopt and develop effective strategies to implement big-data based digital systems in organisations with selective configuring and tuning to utilise the accelerating aspects of the medium for effective SGS accomplishments. UX and UI stakeholders will benefit significantly to be able to design and develop digital systems supporting SGS based on a deeper understanding of the certain factors from this study which indicates significant influence on SGS and to look for effective strategies in their development phase to accommodate the revealed concerns and assistances that would provide efficient, consistent and sustainable spiritual goal outcomes. Overall the findings in this study provide optimistic future for utilising the assistances provided by big-data based digital media capabilities for SGS accomplishments. Overall statistical results reveal that the advantages of assistances provided towards SGS outcomes outweighed the disadvantages of hindrances towards SGS outcomes