Unlocking Supply Chain Efficiency: Social Network Analysis in Action

ABSTRACT: The world has faced changes due to the pandemic and war in Ukraine, and as a result, growing importance has been gained by social networks in global supply chain management. In this article, an analysis of the impact of social networks on global supply chains is conducted by the authors, who identify both negative and positive factors of social media for supply chains. A dual effect of social media, including the phenomenon of "cancel culture" and "buycott", has been revealed through a literature, media, and social network analysis. However, it is worth noting that more negative than positive effects on the business supply chain have been noticed. Negative consequences, including damaged reputation, discontinued production and supply of a product or brand, financial losses, fines, shareholder dissatisfaction, and other damages, can be caused by insufficient risk assessment of social networks. Opportunities for business product promotion are provided by social networks, which directly contribute to increasing brand and business success. An additional positive effect on public and social awareness has also been argued by the authors. This research, which analyzes various international companies and industries (food, fashion, cosmetics, etc.), can create value for other industries as well. Keywords: "buycott," "cancel culture," food, fashion, and cosmetics industries., social networks; social media; supply chains; etc.