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Unlocking resilience and performance: the dynamic impact of collaborative social media integration in operations, marketing and sales

Severina Cartwright (Management School, University of Liverpool, Liverpool, UK)
Juneho Um (Business School, University of Essex, Colchester, UK)
Iain Davies (Business School, University of Strathclyde, Glasgow, UK)

Supply Chain Management

ISSN: 1359-8546

Article publication date: 2 December 2024

Issue publication date: 3 February 2025

166

Abstract

Purpose

The purpose of this study is to theoretically hypothesise and empirically explore the relationships between operations and supply chain management (O&SCM) and marketing/sales (OMS) collaboration, social media (SM) usage, organisational resilience and performance. This paper considers how collaboration through SM can enhance organisational resilience capability and performance.

Design/methodology/approach

A survey was conducted among 395 organisations in the UK. Structural equation modelling was applied to test the research hypotheses.

Findings

The empirical findings of this study support the significant mediating role of O&SCM–OMS collaborative activities through internal and external SM for better organisational resilience, capability, cost efficiency, customer-focused and business performance. This also extends to exploring differences based on product versus service industries.

Originality/value

Through empirical research, the findings contribute to the theoretical development and managerial guidance on O&SCM–OMS collaboration and resilience capability by emphasising the strategic deployment of SM across functions through the lens of contingency theory and resource-based view.

Keywords

Citation

Cartwright, S., Um, J. and Davies, I. (2025), "Unlocking resilience and performance: the dynamic impact of collaborative social media integration in operations, marketing and sales", Supply Chain Management, Vol. 30 No. 1, pp. 86-105. https://doi.org/10.1108/SCM-05-2024-0310

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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