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.

中文翻译：

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在供应链 B2B 环境中利用社交媒体：知识视角

虽然社交媒体已成为现代生活不可或缺的一部分，但它在供应链企业对企业环境中却是一个很大程度上被忽视的话题。本研究利用从供应商客户经理及其客户处收集的二元调查数据来探索社交媒体在数字化供应链环境中的影响。该研究借鉴了公司基于知识的观点，提出并测试了一个概念模型。结果表明，供应商客户经理的社交媒体使用可以增加他或她的产品和竞争对手的知识，这可以对客户结果产生积极影响。此外，适度测试表明，当感知到的客户要求很高时，社交媒体使用与知识之间的关系会更强。