Leveraging social media to bridge academia and industry in supply chain management research: a framework for integrated strategies Open Access

The role of social media in academic communication has grown significantly in recent years, reshaping how research is disseminated and engaged across disciplines (Déchène et al., 2024; Choi et al., 2020). Researchers and professionals now use social media extensively for personal and professional interactions, influencing how knowledge is shared and consumed (Crane and Glozer, 2022). This shift is particularly relevant in supply chain management (SCM), where the rapid evolution of industry practices necessitates closer collaboration between academia and practice (Lambert, 2019; Touboulic and McCarthy, 2020; van Hoek, 2022). As SCM research seeks to maintain both theoretical rigor and practical relevance, effective communication strategies are essential to ensure that new insights reach the right audience, including practitioners, policymakers, and interdisciplinary scholars (Lordan and Devkota, 2023).

The increasing digital presence of academic journals, facilitated by open-access platforms and active social media engagement, has expanded the reach of scholarly work. Beyond traditional dissemination, digital tools such as web scraping and analytics have introduced new methods for assessing research impact and audience engagement. However, recent shifts in social media usage, such as the decline of Twitter (now X) as a preferred platform for academic discussion, have disrupted established communication patterns (Mondal et al., 2023; Chugh et al., 2021). These changes have implications for how journals and researchers interact, influencing not only the visibility of research but also its perceived impact, as measured by citations, altmetrics, and scholarly dialogue (Klar et al., 2020).

These developments signal a need for academic journals, particularly within the SCM domain, to reconsider their approach to scholarly communication. Social media is no longer a peripheral tool but a central component of modern scholarly communication (Manca and Ranieri, 2016). Leading journals increasingly employ digital engagement strategies beyond content promotion, incorporating elements such as webinars, interactive discussions, and recognition of community contributions. These initiatives position journals as facilitators of knowledge exchange rather than mere repositories of published work. However, the extent to which SCM journals fully leverage social media remains inconsistent, with varying levels of engagement and strategic intent across different outlets.

A particularly relevant dimension of social media’s role in SCM research is its potential to support engaged scholarship, a model in which academics and practitioners interact to co-develop knowledge that directly informs practice (Hawkins et al., 2022). When structured effectively, social media platforms facilitate these interactions by enabling real-time exchanges, bridging disciplinary divides, and fostering industry engagement (Sandberg et al., 2022). Yet, despite these opportunities, questions remain regarding how journals can best integrate digital engagement into their broader missions while ensuring rigor and credibility.

This perspective article examines how SCM journals ^[1] currently use social media and explores strategies to enhance their effectiveness as interactive research platforms. Starting from existing initiatives from journals in this field, we identify key dimensions of engagement and propose a structured framework for integrating digital interaction within the academic ecosystem. This discussion contributes to ongoing conversations regarding the evolving role of academic publishing and positioning SCM journals as active facilitators of research dissemination, collaboration, and industry relevance.

The integration of social media into academic communication has created new opportunities for SCM journals to extend their reach and facilitate engagement. Table 1 summarizes the social media presence of key SCM journals and identifies trends in how these platforms are used to promote research dissemination and foster community engagement.

Table 1 shows that LinkedIn has emerged as the leading platform across most SCM journals, primarily serving as a space for promoting research articles through dedicated posts. Many journals supplement these posts with infographics, making research findings more accessible to broader audiences. Visually engaging content is particularly effective in increasing interaction, helping journals maintain visibility in a crowded digital space.

Table 1 also highlights that promotional activities are central to most journals' social media strategies. These include announcing special issues, publicizing journal-related events, and spotlighting key contributors, such as associate editors and reviewers. These activities help sustain an active academic community by encouraging engagement and increasing journal visibility. While LinkedIn and Twitter/X remain the primary channels for these efforts, academic social networking platforms such as ResearchGate and Academia.edu also provide alternative spaces for researchers to share their work and interact with their peers. Although these platforms function differently from mainstream social media, they offer opportunities for extended engagement beyond promotional activities, allowing scholars to track readership metrics, discuss findings, and collaborate more informally.

Despite the widespread reliance on text-based posts, relatively few SCM journals have adopted more dynamic content formats, such as video abstracts. These short videos provide a concise overview of the research findings, making academic work more digestible for both scholarly and non-scholarly audiences. The potential for video content to increase engagement suggests that journals could benefit from further experimentation using multimedia strategies.

Social media is also used to share critical journal updates, such as changes in journal metrics and editorial board announcements. These updates contribute to transparency and engagement, keeping both the authors and readers informed. Another common practice involves highlighting key community members, such as new editorial board members or award recipients (e.g., best papers, outstanding reviewers, or associate editor awards). This type of content recognizes individual contributions and reinforces the journal’s academic network by fostering a sense of community.

Some SCM journals have adopted a more interactive approach by conducting interviews with authors, editors, and other key figures. These interviews offer insights into the research process, providing a more personal perspective on published works. Similarly, journals have experimented with webinars and podcasts, offering new formats for discussing emerging topics in SCM research. These initiatives extend the role of social media beyond promotion to facilitate knowledge-sharing and discussion.

However, Table 1 suggests that sharing industry-related news remains relatively uncommon among SCM journals. This represents a missed opportunity to bridge the gap between academia and industry. Increasing the focus on industry-relevant content, such as case studies, practitioner insights, and discussions on emerging trends, could enhance engagement with business professionals and improve the practical impact of research. Journals that integrate such content into their social media strategies can strengthen their roles as knowledge hubs that connect researchers, practitioners, and policymakers.

Building on the initiatives outlined in Table 1 and insights from the existing literature (e.g. Dolan et al., 2019; Drummond et al., 2020), we identify five key dimensions of social media engagement that are relevant for SCM journals. These dimensions reflect the capabilities of social media algorithms, shaping content distribution and visibility, and the broader role of academic communication. Effective engagement involves targeting specific clusters of scholars, institutions, and practitioners while ensuring that complex academic research is translated into accessible formats for wider audiences. This can be achieved through executive summaries, infographics, video presentations, and interactive formats, such as webinars and Q&A sessions, which help practitioners interpret and apply research findings.

Disseminating research. Social media serves as an important tool for promoting published research and highlighting its relevance. Platforms such as LinkedIn are particularly effective for sharing concise summaries, key findings, and visual abstracts that capture the attention of both academic and practitioner audiences. Some SCM journals have begun to incorporate video abstracts, which offer a dynamic alternative to traditional article promotion. These formats have the potential to increase engagement, broaden the reach of research, and enhance the accessibility of innovative methodologies. However, the increased visibility of academic content on social media has introduced challenges. Although journals may wish to promote insights relevant to the industry, they must carefully distinguish between sharing research findings and providing actionable guidance. There is a risk that practitioners may interpret social media content as prescriptive, exposing journals to liability concerns if research-based recommendations lead to unintended consequences. Journals should remain aware of these boundaries, ensuring that research promotion aligns with editorial responsibilities without overstepping into direct advisory roles.

Facilitating research administration. Beyond research dissemination, social media plays a practical role in supporting journal operations. Announcements regarding special issues, calls for papers, upcoming events, and editorial board updates are commonly shared via LinkedIn and Twitter/X. Many SCM journals also use these platforms to introduce new editorial board members, recognize award recipients, and provide updates on journal metrics. Some journals have extended these efforts through blog articles and newsletters, offering a more structured approach to keeping followers informed. A well-maintained social media presence reinforces engagement and helps sustain an active and informed academic community.

Connecting researchers. Social media enables researchers to engage in topical discussions and connect with peers worldwide. Online forums and LinkedIn groups can facilitate knowledge exchange and networking, which may contribute to collaborations and the formation of research clusters. While social media cannot replace structured academic networks, it can serve as a complementary space where researchers can identify shared interests and initiate informal discussions that later develop into research partnerships.

Journals have the opportunity to enhance these interactions by moving beyond one-way promotional posts and embracing interactive formats, such as webinars, podcasts, and live Q&A sessions. These formats encourage direct engagement between researchers, practitioners, and journal editors, helping to create a more connected and responsive academic community.

Enabling research. Journals can use social media to stimulate conversations about emerging topics and methodologies that they wish to promote within the academic community. Journals can influence the development of research agendas by posing questions, sharing thought-provoking articles, and facilitating live Q&A sessions. Some SCM journals have experimented with polls and surveys on LinkedIn to assess community interests on specific topics, which can inform editorial decisions regarding special issues and research priorities. In addition, webinars and podcasts that focus on trending methodologies can position journals as thought leaders in SCM research. These formats provide a structured way to introduce new analytical approaches, theoretical debates, or interdisciplinary perspectives, ensuring that the journal remains engaged with evolving academic conversations (Kulkov et al., 2024).

Engaging with industry. A fundamental goal of SCM research is to create practical impact, and social media offers a direct channel for connecting with industry professionals. However, the extent to which SCM journals actively engage practitioners on social media remains limited, presenting opportunities for further development. To bridge the gap between academia and practice, journals could integrate more industry-focused content, such as case studies, success stories, and real-world applications of research findings. In addition, LinkedIn and industry-specific forums provide a space in which practitioners can discuss emerging challenges in SCM, allowing researchers to contribute insights and engage in reciprocal knowledge exchange. One promising approach is to co-develop discussions with industry professionals by initiating conversations on relevant trends, rather than solely sharing academic outputs. Encouraging practitioners to respond to journal posts, participate in live discussions, or contribute guest content could strengthen engagement and increase the visibility of SCM research in business contexts (Touboulic et al., 2020).

The integration of social media into academic communication presents significant opportunities for enhancing the visibility and impact of SCM research. As social media platforms shape how information is shared and consumed, understanding their strategic use becomes essential for journals that foster engagement and knowledge exchange.

In the marketing literature, Li et al. (2021) provide a foundational taxonomy of social media marketing strategies, classifying them into four types based on their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social customer relationship management strategy. Their framework is structured around the developmental process of social media strategies, which involves four key components: drivers (motivations for adopting social media), inputs (resources and capabilities), throughputs (strategic actions taken), and outputs (expected benefits and performance outcomes). While this taxonomy provides a robust framework for social media marketing in commercial contexts, its direct application to academic journals is limited because journals operate in a distinct ecosystem in which engagement goals extend beyond commercial transactions to include research dissemination, scholarly interaction, and industry collaboration. Recognizing the central role of academic and practitioner communities in amplifying content and fostering organic engagement, we then adopt Li et al.’s (2021) taxonomy of social media strategies in the context of academic journals. We propose a classification of four strategic types of social media engagement for SCM journals: Social Research Promotion Strategy, Social Research Content Strategy, Social Community Awareness Strategy, and Social Community Engagement Strategy. Each strategy, described in the following subsections, differs in terms of its primary objectives, level of interaction, and overall impact on the journal ecosystem (Figure 1).

This strategy focuses on promoting published research and communicating journal-related updates through one-way transactional communication. The primary activities include sharing article summaries, key findings, and visual abstracts on platforms such as LinkedIn. For example, journals can develop a LinkedIn newsletter featuring monthly highlights of newly published articles complemented by short video interviews with authors discussing their research’s relevance to academia and practice. Another approach is to create infographic-based social media campaigns, simplifying complex findings into digestible content for a broader audience. Journals adopting this strategy aim to increase the visibility of their research, raise awareness of journal activities, and boost their participation in special issues and events. Although this approach enhances dissemination, it remains primarily informational rather than interactive, thus limiting deeper engagement with the scholarly community.

This strategy moves beyond research promotion by actively engaging the academic community through valuable content and interactive discussions. Unlike the one-way communication of the Social Research Promotion Strategy, this approach fosters two-way interactions, increasing engagement, enhancing the journal’s visibility, and encouraging knowledge exchange. Key activities include developing educational content, such as infographics, blog posts, and webinars, that provide deeper insights into SCM research topics. Platforms such as LinkedIn groups can facilitate networking by bringing together researchers with shared interests. For instance, a journal could establish a LinkedIn group on sustainable supply chain practices, where scholars and practitioners exchange insights and discuss emerging trends. In addition, hosting monthly webinars featuring leading SCM researchers creates opportunities for deeper engagement. These discussions allow the authors to elaborate on their findings, connect with practitioners, and respond to questions in real-time. This strategy facilitates active participation, thereby cultivating a more collaborative and engaged academic environment. This contributes to the dissemination of knowledge on a larger scale and fortifies the journal’s status as a thought leader.

This strategy emphasizes proactive listening and learning from the SCM community, and involves two-way communication driven by community input. Rather than focusing solely on content dissemination, it prioritizes monitoring discussions, gathering insights, and adapting journal activities based on community feedback. Key activities include live Q&A sessions with editors, which allow researchers to raise questions and suggest focus areas. Additionally, journals can leverage social media listening tools to track engagement trends, monitor discussions, and respond to audience feedback in real-time, fostering stronger relationships within the research community. For instance, regular LinkedIn polls and surveys can help journals assess interest in specific research areas, guide the selection of special issues, and inform editorial priorities. Expected outcomes include greater relevance of special issues, improved responsiveness to research trends, and a stronger reputation for community engagement. Journals that adopt this approach position themselves as adaptive and audience-focused, thus strengthening their role in facilitating meaningful academic conversations.

This strategy extends beyond previous approaches by actively engaging industry professionals through collaborative and interactive efforts. Rather than limiting engagement to academic audiences, it focuses on bridging the gap between research and practice by facilitating direct interactions between scholars and practitioners. Key activities include sharing practical applications that illustrate the real-world impact of academic research on industry practices. Engaging in dialogues with practitioners allows researchers to gather valuable insights, refine their work based on industry challenges, and enhance the practical relevance of their findings. One effective approach is to facilitate collaborations through structured social media initiatives. For instance, journals can organize virtual roundtable discussions with industry professionals, where researchers and practitioners jointly explore the implications of recent studies. These discussions provide opportunities for co-developing solutions to real-world supply chain challenges, reinforcing the role of academic research in addressing pressing industry needs. Journals that implement this strategy aim to strengthen academic-industry relationships, increase the practical application of research, and encourage collaborative problem-solving, effectively positioning themselves as hubs for applied research, expanding their overall impact beyond academia.

Table 2 outlines the four key social media strategies available to SCM journals, each serving a distinct purpose for academic and practitioner engagement. Although all strategies aim to enhance research visibility and impact, they vary in their level of interaction, responsiveness to community input, and degree of industry integration. Selecting the appropriate strategy depends on a journal’s engagement objectives and the needs of its target audience.

Social Research Promotion and Social Research Content strategies prioritize research dissemination and knowledge exchange within academic circles. These approaches effectively increase visibility, promote special issues and events, and keep researchers informed. However, they primarily involve one-way or lightly interactive communication, which limits opportunities for deeper collaboration and direct engagement with industry stakeholders.

In contrast, Social Community Awareness and Social Community Engagement strategies focus on active participation, dialogue, and collaboration. These approaches encourage community-driven content, responsiveness to emerging research interests, and stronger integration of industry perspectives. Through ongoing interactions between academics and practitioners, these strategies offer greater potential for translating research into practice and co-developing solutions to supply chain challenges.

To fully harness the potential of social media, academic journals must move beyond unidirectional research dissemination and adopt a more interactive approach—Social Community Engagement. This strategy could not only enhance the visibility and impact of published research, but also foster stronger relationships between academia and industry. A key component of this approach is leveraging community participation, encouraging peer members and stakeholders to act as “amplifiers” of journal content, thereby reinforcing the broader academic ecosystem.

The critical question is how can journals transition toward a more robust and interactive social media presence? The answer lies in leveraging the journal ecosystem, which consists of four key actors: the editorial team, authors, publishers, and industry practitioners. Each group contributes to generating interest, encouraging engagement, and fostering innovation in research dissemination.

Drawing on the Efficiency, Resilience, and Prominence framework by Finkenstadt and Eapen (2024), we outline a structured approach for SCM journals to enhance their social media strategies based on:

1. Optimizing content creation, distribution, and discussion within the academic field (i.e. efficiency).

2. Sustaining long-term engagement through active and adaptive communication strategies (i.e. resilience).

3. Strategically positioning journal content to maximize its influence and reach (i.e. prominence).

Figure 2 illustrates the dynamic interaction between content, community, and engagement, forming a self-reinforcing cycle. Within this framework, (1) innovation attracts interest by highlighting novel research insights, (2) interest builds engagement when content resonates with diverse audiences, and (3) interaction fosters dialogue and knowledge exchange, reinforcing innovation. In summary, this framework encapsulates the three I’s—Innovation, Interest, and Interaction—as essential pillars of a social media communication strategy.

The process oftentimes begins with innovation, as novel research findings or emerging trends generate initial interest. Journals can strategically amplify this interest by identifying and promoting high-impact topics through various means, such as trend analysis, expert interviews, and academic discussions (see also Table 2). Interest, however, does not automatically translate into sustained engagement. Dissemination mechanisms, including target audience selection, keyword optimization, and effective content formatting, play a crucial role in ensuring that content reaches the right stakeholders and remains relevant.

Once interest is established, the next phase involves interaction, where engagement moves beyond passive consumption to active participation (awareness; see Table 2). Researchers, practitioners, and other stakeholders may respond to journal posts, participate in online discussions, or contribute to alternative perspectives. The format of these interactions can vary from traditional comment threads and social media discussions to more structured formats, such as webinars, podcasts, or expert Q&A sessions. The diversity of perspectives and participant backgrounds further enriches the discourse, increasing the potential for new collaborations and research directions.

The final stage of this cycle is the interplay between interaction and innovation, where the engagement generated by meaningful discussions and diverse contributions fosters the development of new ideas. For example, discussions on social media may highlight gaps in existing research, leading to new studies or special issues. The increased engagement from multiple stakeholders can also drive further interest, completing the self-reinforcing cycle (community engagement, see Table 2).

Rather than viewing engagement as a linear sequence, where research is published and then passively disseminated, this model encourages journals to actively facilitate ongoing dialogue, adapt to audience needs, and integrate external insights into their editorial strategies. In doing so, they move beyond mere content promotion to become key facilitators of knowledge exchange within the broader SCM ecosystem.

However, the effectiveness of this model presented in Figure 2 depends not only on the strategies journals adopt but also on the active participation of key stakeholders within the academic ecosystem. Editorial teams, authors, publishers, and industry practitioners each play a distinct role in shaping engagement, ensuring that social media serves as a dynamic platform for knowledge exchange rather than a passive dissemination tool. Understanding the contributions of these actors is essential for designing a social media strategy that fosters sustained interaction and meaningful impact, as outlined in the following sections.

Journal publishing in a dynamic field like SCM can be likened to a competitive sport, where editors continuously strive to publish impactful work that advances the field. To achieve this, they must carefully monitor key metrics, including emerging research trends and innovation topics (as illustrated in Figure 2), and engage with publishers and other stakeholders to enhance the journal’s reach and reputation (Hall, 2011). In the digital era, social media has emerged as a crucial tool in this competitive landscape, offering both challenges and opportunities for effective promotion of academic journals.

In such an environment, editors should focus on attracting and maintaining the attention, interest, and respect of scholars and industry professionals. A well-executed social media strategy—combined with a clear evaluation of engagement outcomes—is a powerful tool in achieving this goal. One of the primary objectives of editorial social media efforts is to increase awareness of the journal’s activities and remind the academic community of ongoing editorial initiatives. Showcasing these efforts helps mitigate the risk of a journal being overlooked by potential authors. For instance, publicly acknowledging and thanking reviewers and associate editors, or introducing new editorial board members, can significantly enhance the journal’s visibility and credibility.

However, effective social media engagement extends beyond awareness-building—it also plays a crucial role in strengthening brand reputation and fostering deeper community engagement (Hutter et al., 2013). In modern academia, social media serves as a critical touchpoint for visibility, engagement, and trust-building. Journals can leverage these platforms to promote articles and reinforce their editorial identity, ensuring that their aims and scope are communicated clearly. A strategic social media approach aligned with a journal’s mission and values can help establish differentiation beyond journal rankings, which often influences author submission decisions.

One way editors can build trust and increase transparency is by using platforms (e.g. LinkedIn) to clarify acceptance and rejection procedures and demystify the publication process. Journals can foster an informed and valued environment for contributors by addressing submission guidelines, review timelines, and decision criteria. This level of transparent communication aligns with the practices seen in corporate branding, where companies build consumer trust by establishing clear policies on data privacy and user engagement (Appel et al., 2024). Likewise, clarity in editorial processes can reinforce journal credibility and author loyalty (Sundström et al., 2021).

In addition to building trust, journals can further support authors by promoting their publications through tailored social media posts. Such efforts expand the reach of academic research beyond traditional audiences, connecting authors with practitioners, policymakers, and interdisciplinary scholars who may not typically engage with the journal. A strong digital engagement strategy can also enhance the journal’s thought leadership, positioning it as an influential voice within the logistics and SCM community. Studies suggest that journals with robust social media engagement often experience higher readership and greater citation impact, reinforcing their academic reputation (e.g. Ortega, 2017, 2018).

While these activities can amplify a journal’s reach and visibility, they also threaten its reputation. Editors must be prepared for negative feedback from authors or readers regarding publication processes. Critical feedback may sometimes reflect constructive engagement, signaling active community involvement. However, if concerns are not addressed effectively, they can gain traction on social media and damage the journal’s reputation. Additionally, managing community fragmentation presents another challenge. As discussions evolve, diverging viewpoints among scholars and practitioners can create polarized online interactions, making it challenging to maintain a cohesive and professional discussion. Furthermore, editors must balance their desire for industry engagement with the need to uphold academic rigor, ensuring that interactions with practitioners do not compromise scholarly integrity.

Finally, sustainability is a crucial consideration for editorial teams. Maintaining consistent and meaningful engagement requires a cost-effective and resource-efficient strategy. Without proper planning, social media efforts may become unsustainable, leading to inconsistent communication and/or diminished impact. However, when executed effectively, social media engagement can significantly enhance a journal’s influence on SCM research. Editors who strategically manage risks while capitalizing on engagement opportunities can position their journals as a leading platform for scholarly exchange and knowledge dissemination.

Authors play a central role in shaping a journal’s social media strategy, as their active participation can enhance both the visibility of their research and the journal’s overall reputation. When they strategically promote their work (e.g. on LinkedIn), authors extend the reach of their findings beyond traditional academic audiences, increasing citations and drawing the attention of industry professionals who may find practical applications for their research.

A journal functions not just as a publication outlet but also as a brand, with its articles and research outputs forming part of its broader academic identity. Unlike conventional brands, however, academic journals co-create value with their primary audience—scholars—who generate content that sustains the journal’s reputation. Social media plays a critical role in this co-creation process, helping attract new contributors, retaining existing authors, and facilitating ongoing engagement with the journal’s readership (Füller, 2010).

While sharing their own research on social media is a key step, authors should also actively participate in academic discussions. Commenting on relevant posts, joining discipline-specific groups or forums, and engaging with feedback from other researchers and industry professionals positions authors as thought leaders in their fields. This type of engagement creates opportunities for collaboration, increasing the likelihood of conference invitations, special issue contributions, and interdisciplinary partnerships.

Beyond personal visibility, ongoing engagement benefits the journal itself. Authors promoting their work through structured interactions (rather than passive sharing) reinforces the journal’s authority in specific research areas. A strong community of engaged contributors strengthens the journal’s reputation, encouraging further high-quality submissions and participation in peer review, both of which underpin the journal’s long-term academic standing.

A key component of an effective social media strategy is the collaboration between authors and journal editorial teams. Many SCM journals provide structured promotional tools, including video abstracts, author interviews, and webinars, to help authors maximize the visibility of their research. Some journals go further by offering templates, logos, and assistance with content design to ensure that social media posts are professionally formatted and visually engaging. These resources not only enhance the quality of content but also streamline the promotional process for authors, making it easier for them to participate.

To foster consistent and meaningful engagement, journals should provide clear guidelines for authors on how they can contribute to long-term social media initiatives. One way to formalize this is to create a social media strategy document (Phillips and Young, 2009). This document outlines the roles, responsibilities, and expected contributions, ensuring that both authors and editors are aligned in their promotion efforts. Distributing this document at key touchpoints—such as upon manuscript acceptance, during the proofing stage, or alongside final publication announcements—can help establish a standardized approach to social media engagement.

Finally, the authors should not limit their social media efforts to promoting their own work. Sharing other relevant articles, highlighting special issues, and acknowledging the editorial team’s efforts can foster a sense of community and strengthen the journal’s social media presence and contribution. This creates a virtuous cycle in which increased engagement enhances the journal’s standing, which in turn improves the visibility and impact of the authors' own publications. In this way, authors are not only disseminators of their research but also active participants in shaping the journal’s identity within broader academic and practitioner networks.

Industry professionals and practitioners are essential stakeholders in the academic journal ecosystem, particularly in SCM, where research has the potential to influence business practices, decision-making, and operational efficiencies (Hawkins et al., 2022). Engaging these stakeholders through social media provides an opportunity to strengthen the connection between academic research and industry applications, ensuring that the findings are not only disseminated but also discussed, critiqued, and potentially integrated into practice.

For business professionals, engagement with academic journals on social media extends beyond passive research consumption. By following relevant platforms and participating in discussions, practitioners gain exposure to new methodologies, emerging trends, and analytical frameworks that may inform business strategies and decision-making. However, the extent to which this engagement translates into practical applications depends on factors such as accessibility, relevance, and the degree of collaboration between researchers and industry professionals.

Social media offers direct communication between researchers and practitioners, allowing professionals to provide real-world feedback regarding their research findings. This dynamic exchange can help align academic studies more closely with industry needs, ensuring that research remains contextually relevant rather than purely theoretical. Instead of acting as passive consumers of knowledge, industry professionals can become active participants in shaping research agendas (Jazairy et al., 2024). This is particularly relevant in SCM, where industry challenges often evolve rapidly and require academic insights that are both timely and adaptable. One mechanism for enhancing this exchange is journal-hosted discussions, webinars, and collaborative platforms, where practitioners and scholars engage in dialogue. Events such as paper development workshops allow business professionals to articulate pressing challenges and help researchers identify gaps in the literature that could inform new studies or special issues (Persohn and Branson, 2025). These formats encourage co-creation, which aligns with Stank et al.'s (2024) argument that empirical research should be rooted in real-world practice, beginning with keen industry observations to ensure meaningful contributions.

Another avenue for strengthening the academic–industry connection is through collaborative efforts in research dissemination. While journal articles serve as primary knowledge-sharing vehicles, they are often dense, highly technical, and inaccessible to non-academic audiences. Industry professionals may struggle to extract key insights from complex research papers, thus limiting their ability to apply academic findings in practice.

Academic journals can mitigate this gap by working with industry experts and knowledge brokers to create summarized versions of key findings, infographics, and executive briefings. These resources provide more digestible formats for professionals lacking the time or academic background to engage with full-length articles. Such efforts also help circumvent paywall restrictions and expand access to research beyond academia (Laakso et al., 2017; He and Jeng, 2022).

Additionally, collaborations on special issues, industry reports, and editorial contributions offer another mechanism for industry engagement. By incorporating practitioner perspectives into journal content—whether through guest commentaries, practitioner co-authors, or industry-backed case studies—journals can ensure that their research is both rigorous and applicable (Arteaga et al., 2024; Bamford, 2024).

Finally, many business professionals are unaware of relevant academic journals or do not recognize their potential value. Social media provides an opportunity to raise awareness of SCM journals among practitioners who are not typically engaged in the academic ecosystem. Tailored strategies, such as industry-focused content, partnerships with business networks, and cross-promotional collaborations with professional associations, can help expand a journal’s audience beyond traditional academic readership. For journals, fostering these industry connections carries tangible benefits, including access to real-world data, opportunities for funded research, and practitioner collaborations.

As we look to the future, the role of social media in academic publishing, particularly in the SCM field, is likely to continue to grow in importance. Rather than serving as a passive distribution channel, social media is evolving into a key platform for engagement, facilitating knowledge exchange among scholars, practitioners, and broader professional networks. While this shift enhances the potential for research impact, it also raises questions about how journals should navigate these new dynamics and balance visibility through meaningful interactions.

For SCM journals, this changing landscape presents both opportunities and challenges. Integrating social media strategies requires more than increasing visibility; it involves cultivating sustained engagement across the academic ecosystem. Editorial teams, authors, publishers, and industry practitioners contribute to this evolving model, shaping how research is shared, discussed, and applied. As journals explore ways to enhance their digital presence, they must also consider the broader implications of engagement, including the sustainability of outreach efforts and the expectations placed on different actors within the ecosystem.

The role of social media in a journal’s strategy can vary based on its stage of growth and strategic positioning. Similar to luxury brands, established journals may primarily use social media to reinforce their reputation and maintain their status by promoting high-impact research and engaging with influential scholars (Godey et al., 2016). Their social media presence often highlights landmark studies, showcases editorial board expertise, and reinforces their authority within the academic hierarchy.

In contrast, emerging journals or those seeking to differentiate themselves can leverage social media to build engagement and visibility. For these journals, social media serves as a tool to activate audience responses, enhance scholarly interactions, and establish a unique identity. By emphasizing distinctive research areas, novel methodologies, or interdisciplinary perspectives, they can attract both academic and practitioner attention (Liadeli et al., 2023). This approach expands their readership and positions them as platforms for emerging thought leadership, which is critical for their long-term success.

Beyond academia, a journal’s social media presence can influence industry engagement by fostering connections between researchers and practitioners. These platforms provide an opportunity to bridge academic insights with real-world applications, helping ensure that research aligns more closely with current industry needs (as outlined in Figure 2). However, while social media can facilitate interaction and knowledge exchange, sustained collaboration is not automatic. Several challenges can limit the effectiveness of academia-industry partnerships. Differences in priorities, communication styles, and expectations may create misalignments, making it difficult for industry professionals to translate research findings into actionable insights. Additionally, research timelines and industry demands often operate in different cycles, further complicating efforts to synchronize knowledge production with practical implementation. Without intentional strategies to bridge these gaps, the potential impact of academic research on industry practices may remain limited.

Artificial intelligence (AI) is poised to reshape how academic journals engage with audiences through social media. AI-driven tools offer the potential to make research more accessible, particularly by simplifying the academic language and tailoring content for broader audiences, including industry professionals. For example, some journals may experiment with customized AI models trained on their own publications, enabling users to interact with research by asking questions and receiving context-specific responses. Such innovations could enhance engagement and knowledge dissemination, bridging the gap between academic discourse and industry applications.

However, adopting AI in journal communication comes with both opportunities and challenges. While AI can automate content generation and personalize user experiences, concerns persist regarding the reliability and interpretability of AI-driven outputs. Some industry professionals remain skeptical about the accuracy of AI-generated insights, particularly in fields where precision and contextual nuances are critical (Chakravorti, 2024). Nevertheless, ongoing developments in machine learning and natural language processing suggest that AI-based strategies will become more prevalent in journal communication. One possible direction is the integration of continuous learning models, in which AI tools dynamically incorporate newly published research to provide up-to-date responses and insights. If implemented effectively, these technologies can improve research visibility and streamline content dissemination.

The use of social media to facilitate collaboration between researchers and industry professionals reflects a broader shift in how brands, including academic journals, create and communicate value. Traditionally, brands served as signals of quality or cognitive shortcuts for recognition; however, in today’s interconnected environment, they function as platforms for shared meaning, facilitators of value creation, and hubs for professional communities (Swaminathan et al., 2020).

Despite this potential, challenges arise as brand boundaries blur and co-created experiences become increasingly prevalent on digital platforms. Collaborative efforts do not always lead to productive engagement or meaningful outcomes, and journals must ensure that their social media strategies extend beyond passive content distribution. The goal is not simply to increase visibility but to create interactive spaces where academic knowledge is shaped through ongoing dialogue. However, achieving this requires overcoming the inherent tensions between academic inquiry and industry-driven priorities, and ensuring that engagement remains rigorous, constructive, and aligned with scholarly integrity.

Assessing the effectiveness of social media strategies is relatively straightforward for commercial brands, where success is often linked to sales or customer engagement metrics. For academic journals, however, measuring the impact is more complex. Traditional indicators such as citation counts and impact factors provide insights into scholarly influence but fail to capture research’s broader reach and engagement beyond academia. This creates a challenge for editors, authors, and publishers, who may continue to prioritize these conventional metrics despite their limitations.

Future strategies should incorporate a more comprehensive set of indicators to better evaluate the role of social media. These could include engagement metrics such as likes, shares, and comments, as well as how frequently research is referenced in industry discussions or professional networks. Expanding measurement frameworks in this way would provide a more nuanced understanding of a journal’s influence, capturing its academic relevance and practical impact on business and policy communities.

As academic publishing continues to evolve, journals must adapt their engagement strategies to remain relevant. The integration of new technologies, alternative content formats, and interactive platforms presents opportunities to reach a broader audience, while maintaining academic rigor. Given the increasing overlap between academic conversations and industry relevance, journals that effectively balance scholarly standards with practical relevance may be better positioned to expand their influence.

The ultimate goal is not merely to publish research, but also to create dynamic platforms where ideas are shared, debated, and applied in real contexts. In doing so, journals can enhance their role in shaping discourse, informing practices, and supporting collaborative research. This evolution aligns with broader shifts in academic communication, where engagement extends beyond traditional publishing models.

In conclusion, journals should actively facilitate scholarly interaction and expand their engagement strategies through social media and digital platforms. Involving editors, authors, publishers, and practitioners in this process can help SCM journals establish themselves as central knowledge exchange hubs. This approach reinforces its relevance to both academic research and industry practice, particularly as the boundaries between these domains continue to overlap.