Optimizing manufacturing efficiency: exploring the impact of social media, supply chain agility, and knowledge transfer in a moderated mediation model

Purpose This study aims to (1) investigate the influence of firms’ social media utilization on performance through supply chain agility, (2) examine the mediating role of supply chain agility and (3) explore the indirect effect of social media utilization on operational performance via supply chain agility as knowledge transfer increases. Design/methodology/approach A survey of 298 Chinese manufacturing firms was conducted to assess the proposed relationships, employing moderated mediation analysis with Andrew Hayes (2017) PROCESS macro. Findings Social media utilization indirectly enhances operational performance through supply chain agility, supporting our mediation hypothesis (H1). Additionally, knowledge transfer moderates the positive impact of social media utilization on supply chain agility (H2). The moderated mediation analysis reveals that the mediating effect of supply chain agility on operational performance is stronger at higher levels of knowledge transfer (H3), shedding light on the intricate relationships between these variables and providing insights for businesses seeking to leverage social media and knowledge transfer to enhance supply chain resilience and operational performance. Originality/value This study empirically investigates the role of social media utilization in supply chains within the digital age. We explore how social media enhances supply chain agility and knowledge transfer, highlighting its transformative potential for real-time communication, responsiveness and collaboration across networks. By integrating dynamic capability theory with contemporary digital practices, we demonstrate how leveraging digital platforms alongside traditional supply chain processes can significantly improve manufacturing efficiency. This research bridges existing gaps in the literature and provides valuable insights for businesses navigating complex, rapidly changing environments in the era of digital transformation.