Utilizing social media in a supply chain B2B setting: A knowledge perspective
基于知识观理论，利用供应商客户经理及其客户的配对调查数据，研究了社交媒体使用如何通过提升产品和竞争对手知识来改善客户结果，并发现客户要求高时效果更强。
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.