Textile and Apparel Industries

Optimizing Buyer-Supplier Communication: Social Presence and Media Richness in the Apparel Supply Chain  

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Abstract

This study explores how Bangladeshi apparel suppliers choose and adjust communication modes when working with foreign buyers. As global sourcing relies on timely, accurate exchanges, understanding how suppliers match communication modes to different needs is critical. Guided by Social Presence Theory and Media Richness Theory, this research investigates how trust, engagement, and information complexity shape communication choices. Using a qualitative, exploratory design, we collected one-week communication logs and conducted in-depth interviews with 9 merchandisers and managers at export-oriented factories. Thematic analysis identified four communication categories with eight sub-themes. Results show that suppliers use email for secure, accurate exchanges, instant messaging for quick coordination, and video calls for urgent or complex issues. They often combine modes to balance clarity and speed. Overall, suppliers adapt their communication strategies to strengthen relationships and improve decision-making with foreign buyers.

 

 

Keywords: Buyer–supplier communication, Social presence, Media richness

How to Cite:

Hasan, M. & Ha-Brookshire, J. E., (2025) “Optimizing Buyer-Supplier Communication: Social Presence and Media Richness in the Apparel Supply Chain  ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21579