Purpose

The purpose of this study is to theoretically hypothesise and empirically explore the relationships between operations and supply chain management (O&SCM) and marketing/sales (OMS) collaboration, social media (SM) usage, organisational resilience and performance. This paper considers how collaboration through SM can enhance organisational resilience capability and performance.

Design/methodology/approach

A survey was conducted among 395 organisations in the UK. Structural equation modelling was applied to test the research hypotheses.

Findings

The empirical findings of this study support the significant mediating role of O&SCM–OMS collaborative activities through internal and external SM for better organisational resilience, capability, cost efficiency, customer-focused and business performance. This also extends to exploring differences based on product versus service industries.

Originality/value

Through empirical research, the findings contribute to the theoretical development and managerial guidance on O&SCM–OMS collaboration and resilience capability by emphasising the strategic deployment of SM across functions through the lens of contingency theory and resource-based view.

中文翻译：

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解锁弹性和绩效：协作社交媒体整合对运营、营销和销售的动态影响

 目的

本研究的目的是从理论上假设和实证探索运营和供应链管理 （O&SCM） 与营销/销售 （OMS） 协作、社交媒体 （SM） 使用、组织弹性和绩效之间的关系。本文考虑了通过 SM 进行的协作如何提高组织的弹性、能力和绩效。

设计/方法/方法

对英国的 395 个组织进行了一项调查。应用结构方程模型来检验研究假设。

 发现

本研究的实证结果支持 O&SCM-OMS 合作活动通过内部和外部 SM 的重要中介作用，以提高组织弹性、能力、成本效率、以客户为中心和业务绩效。这也延伸到探索基于产品和服务行业的差异。

 原创性/价值

通过实证研究，研究结果通过权变理论和基于资源的观点强调 SM 跨职能的战略部署，为 O&SCM-OMS 协作和弹性能力的理论发展和管理指导做出了贡献。