The Effect of Social Media on Supply Chain Responsiveness: The Case of Safaricom Tele Communication Ethiopia Plc.
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Date
2025-10
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Addis Ababa University
Abstract
This study was aimed to investigate the effect of Social Media on Supply chain Responsiveness in the case of Safari com. In this study explanatory research design was employed to investigate the effect of social media on supply chain responsiveness. To arrange the data required for the study, a combination of research methodologies was also employed. Questionnaires and interviews were used to gather data. The data was gathered using both primary and secondary approaches, with the questioner serving as a source of data collection instrument. 246 employees of the company were selected, and 277 respondents included in the sample size. The descriptive results indicate substantial support for the use of social media to improve transparency, real-time communication, and decision-making. Correlation study reveals substantial positive connections between all independent variables and supply chain responsiveness, with information sharing having the largest correlation (r = 0.601). Regression results show that knowledge sharing is the most important predictor (β = 0.576, p < 0.01), followed by partner collaboration and communication (β = 0.160, p = 0.015). Customer involvement is marginally significant (β = 0.120, p = 0.058), whereas market intelligence collecting is not significant (p = 0.773). Technology adoption had a substantial negative effect (β = -0.133, p = 0.026), indicating integration issues. The model explains 40.2% of the variance in supply chain responsiveness (R² = 0.402), demonstrating the importance of social media. To improve supply chain responsiveness, Safaricom Ethiopia should invest in robust information-sharing platforms, powerful customer feedback analytics, and collaborative technologies with partners, as well as ensure judicious technology adoption accompanied by extensive training. Future study should look into the long-term effects of technology deployment, optimize social media-driven client engagement, and increase market intelligence data quality to aid decision-making in emerging areas.
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Keywords
Technology, Supply chain, Supply chain responsiveness, Social media