Leveraging Social Media Marketing to Improve Supply Chain Visibility and Coordination

This study examines the impact of social media marketing on improving supply chain visibility and coordination, an essential element of contemporary supply chain management. As enterprises increasingly depend on digital technologies to manage intricate market dynamics, the incorporation of social media techniques becomes essential for facilitating real-time communication and cooperation among supply chain participants. The research employs qualitative methods, including a varied sample of industry experts to provide insights on the efficacy of social media marketing in attaining improved visibility and coordination. Research indicates that social media platforms promote instantaneous information dissemination, allowing firms to react promptly to interruptions and fluctuations in demand. The study emphasizes the significance of social media in fostering connections and trust among supply chain participants, which is crucial for effective cooperation. Challenges, like the risk of information overload and the need for efficient content management systems, are also addressed. This research's consequences reach practitioners, who may use social media marketing not just as a promotional instrument but also as a strategic resource in supply chain management. This research enhances the existing literature on the convergence of digital marketing and supply chain management, offering a framework for firms to use social media to enhance visibility, agility, and performance in their supply chain operations.