| Big data has attracted significant attention in recent years due to its potential. While many organisations have access to big data, there is a lack of evidence and guidance on effective use of big data. Information systems research has explored effective use in a variety of contexts. However , it is yet to specifically consider the unique characteristics of big data. This paper presents the results of an empirical study that aimed to identify significant enablers and inhibitors of effective use of big data using an exploratory case study as a research method. We found adequate system capabilities, established the culture of collaboration, and good working attitude to be the key enablers and poor data quality, lack of data understanding, data silos, lack of time, lack of cost-benefit analysis, lack of top management support, and lack of technical skills to be the key inhibitors. |