Record Details

Opportunities and challenges of social media in supply chain management: A study in the South African FMCG retail industry

Acta Commercii

Field Value
Title Opportunities and challenges of social media in supply chain management: A study in the South African FMCG retail industry
Creator Tungande, Furaha Meyer, Arno Niemann, Wesley
Subject Supply chain management; Business Management; Fast Moving Consumer Goods supply chain management; Social media; FMCG retail industry; opportunities; challenges; generic qualitative research; South Africa
Description Orientation: Social media is often described a double-edged sword, yielding opportunities and challenges. It brings organisations closer to their customers, and when executed properly it can help drive business and provide a significant return on investment.Research purpose: To explore the opportunities and challenges that social media has created in SCM in the South African FMCG retail industry.Motivation for the study: Limited research has been conducted on the innate link between supply chain management (SCM) and social media, especially within the context of the fast-moving consumer goods (FMCG) retail industry and within a developing country context such as South Africa.Research design, approach and method: A generic qualitative research approach was adopted. Semi-structured interviews were conducted with 12 top and middle managers from the South African FMCG retail industry. Thematic analysis was used to analyse data. This was done in sequential phases, namely by data familiarisation, generating codes, identifying themes, constructing thematic networks and drawing conclusions from the data.Main findings: The findings indicate that social media has created faster and more collaborative communication between an organisation’s suppliers and their customers. However, it has also empowered consumers and forced FMCG retailers to respond faster to consumer complaints and queries to maintain customer relationships for sustained competitive advantage. The lack of control over content that is shared by customers on organisations’ social media platforms is a challenge that organisations experienced. The predominant social media platforms found to be used were WhatsApp, Facebook and Twitter.Practical/managerial implications: Traditional methods of communicating are changing, and organisations need to adapt to social media as an alternative form of technology customer engagement and relationship management. For managers, if social media is embedded in the supply chain, the supply chain can gather information from a broad base of different sources.Contribution/value-add: This collective intelligence can be used to uncover evolving trends or for better-informed decision-making, planning and overall collaboration between supply chain partners.
Publisher AOSIS
Contributor None
Date 2020-12-18
Type info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion — Grounded Theory, Qualitative research, Semi-structured interviews, Thematic analysis
Format text/html application/epub+zip text/xml application/pdf
Identifier 10.4102/ac.v20i1.864
Source Acta Commercii; Vol 20, No 1 (2020); 12 pages 1684-1999 2413-1903
Language eng
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
Coverage South Africa Present day Fast Moving Consumer Goods; Social Media, Supply Chain Management
Rights Copyright (c) 2020 Furaha Tungande, Arno Meyer, Wesley Niemann