Bridging digital features and sustainability, through social capital in supply chain management: insights from X analytics

Purpose Social media and big data are increasingly important for businesses, particularly in marketing and brand management. Researchers are investigating their applications in stock price prediction and crisis management. Digital technologies (DT) enhance company operations and supply chains, yet academic focus on digitisation and DT remains limited. This study proposes a framework to analyse how supply chain management elements, digital technologies and sustainability are discussed in #Supplychain Tweets, their effects on supply chain functions and how the X audience comments on digital and sustainable practices. Design/methodology/approach The data were collected from February 2022 till the end of May 2023 using #supplychainmanagement and analysed using Excel and MaxQDA. The method includes quantitative and qualitative content. Findings Digital technologies such as AI, big data and blockchain significantly improve key aspects of digital supply chains that promote sustainability. Using social capital theory, this analysis shows how these technologies encourage teamwork, build trust and facilitate knowledge sharing among supply chain partners. This way, digital transformation supports long-lasting sustainability in economic, environmental and social areas, creating a more responsible supply chain. Originality/value Blockchain technology (BCT) enhances sustainability by improving transparency, traceability and efficiency, enabling real-time data sharing, reducing food waste and ensuring ethical sourcing. It also builds trust among stakeholders and promotes socially responsible supply chains through discussions of social capital theory.