In the contemporary, rapidly evolving digital environment, maintaining a competitive edge requires more than conventional marketing strategies. Businesses must use data to develop personalised, targeted, and successful marketing efforts. Digital technology has become essential for marketing and service delivery. These technologies generate a huge amount of data. The rapid growth of data availability has revolutionised digital marketing, making big data analytics a crucial tool for enhancing decision-making and campaign effectiveness. Factors associated with technology, such as personalisation of content, privacy concerns, and transparent communication, impact behavioural intentions. Behavioural factors, such as customer trust, engagement, satisfaction, and ethical practices, have been empirically shown to significantly influence consumer decision-making. Positive behavioural intentions have a significant influence on brand loyalty, establishing a connection between the quality of digital interactions and the formation of lasting consumer relationships. This study offers theoretical insights by combining technology-focused and behaviour-focused viewpoints, as well as practical implications for marketers seeking to cultivate trust, increase engagement, and promote ethical digital practices. Businesses can attract customers to want to do business with them repeatedly in highly competitive online markets by prioritising privacy, transparency, and making each customer feel valued. Adopting this transition will enable organisations to maintain a competitive edge, cultivate robust customer relationships, and achieve sustainable development.A comprehensive analysis of research articles was conducted to identify the factors influencing the acceptability of big data analytics and the theoretical frameworks that support them. A number of research studies examining customer approval of marketing initiatives based on big data analytics were identified. From a consumer’s viewpoint, the adoption of a marketing campaign based on big data analytics involves technology and utility/functionality.