Exploring the role and impact of social media in transforming supply chain dynamics within the food and beverage industry

Abstract

The COVID-19 pandemic significantly disrupted global supply chains and exposed the vulnerabilities of Small to Medium Enterprises (SMEs) in the competitive food and beverage (F&B) industry. This disruption underscores the need for adaptive strategies to enhance resilience and sustainability in supply chain management (SCM). Despite the high smartphone penetration in the Gulf Cooperation Council (GCC) region, there is a notable lack of research studying social media (SM) integration into SCM. This gap presents an opportunity to explore how SM can transform SCM practices, particularly in Kuwait and the UAE, where digital engagement is high yet underutilized in this context. This research addresses the gap in understanding the factors influencing SM adoption in SCM among SME decision-makers in the F&B sector. By employing the UTAUT2 (Unified Theory of Acceptance and Use of Technology) framework, the study develops six hypotheses to explain the critical factors driving or hindering SM integration. A mixed-methods approach reveals both qualitative and quantitative insights: qualitative analysis indicates an openness to SM adoption tempered by concerns over training and resources, with Kuwait showing more caution compared to the UAE. Quantitative PLS-SEM analysis confirms four of the six hypotheses, highlighting facilitating conditions as the primary driver of SM adoption. The findings demonstrate that while there is potential for SM to enhance customer reach, satisfaction, trust, and loyalty, significant barriers remain, including the need for adequate training and resources. This research contributes theoretically by extending the UTAUT2 framework to include specific factors relevant to SM integration in SCM within the F&B sector. The study provides practical insights for policymakers and business leaders on fostering a supportive environment that promotes digital integration, ultimately enhancing efficiency, transparency, and productivity in the F&B supply chains. This dissertation fills a crucial research gap by exploring the under-researched area of SM integration in SCM for SMEs in the GCC's F&B industry by offering both theoretical contributions to the academic discourse and practical recommendations for regional economic diversification and digital transformation initiatives.