Should firms leverage Social Media usage to enhance Supply Chain Efficiency? A Post Covid-19 Empirical Investigation

With the unavoidable spread of post-covid-19 digitization across globe, firms have started opting for social media usage to meet emerging competitive business landscape. Accordingly, this paper intends investigate impact on supply chain efficiency. Furthermore, it also aims observe mediating role both quality and intensity knowledge sharing between Structured, survey questionnaires along with a convenience sampling technique were used collect data from 312 active users. Appropriate representatives which majorly includes manufacturers, retailers, consumers taken Fashion Industry Pakistan. The overall result depicts that is significantly related Results validate sharing, enhancing efficiency through usage. findings assist channel members industries Pakistan in general, fashion retail industry particular. study clearly, propagates integrated multi-layered chains, anticipated SC performance outcomes.