Utilizing social media in a supply chain B2B setting: A knowledge perspective

Date
2021-08-24
Authors
Agnihotri, Raj Shekhar
Kalra, Ashish
Chen, Haozhe
Daugherty, Patricia
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Altmetrics
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Research Projects
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Supply Chain Management
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Marketing
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Abstract

While social media has become an integral part of modern-day life, it is a largely overlooked topic in supply chain business-to-business setting. This study utilizes dyadic survey data collected from both supplier account managers and their customers to explore social media's impacts in the digitalized supply chain context. Drawing upon the knowledge-based view of the firm, the study proposes and tests a conceptual model. Results indicate that supplier account manager's social media use can increase his or her product and competitor knowledge, which can positively influence customer outcome. Further, the moderation test suggests that when perceived customer demandingness is high, the relationship between social media use and knowledge will be stronger. This study draws much-needed attention to social media as an emerging digital supply chain management too.

Description

This article is published as Agnihotri, Raj, Kalra, Ashish, Chen, Haozhe, and Daugherty, Patricia J.. 2021. " Utilizing social media in a supply chain B2B setting: A knowledge perspective." Journal of Business Logistics Special Issue (2021);doi: 10.1111/jbl.12289.

Keywords
account manager knowledge, customer demandingness, customer loyalty, social media use, supply chain digitalization
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