  With the increasing use of big data and business analytics, data storytelling
has gained popularity as an effective means of communicating analytical
insights to audiences to support decision making and improve business
performance. However, there is little empirical evidence on the impact of data
storytelling on data understanding. This study validates the concept of data
storytelling as a construct in terms of its impact on users' data
understanding. Based on empirical data analysis, the results of this study show
that data storytelling competence is positively associated with organizational
performance, which is partly due to the quality of the decision is conveyed.
These results provide a theoretical basis for further investigation of
potential antecedents and consequences of data storytelling.
