Digital and social media in B2B during the COVID-19 lockdown: An empirical analysis of the PPE sector

This article analyzes how the Personal protective equipment (PPE) sector managed supply chain and business relationships disrupted by the COVID-19 pandemic, and the role of digitalization during the crisis management. The methodology used is qualitative based on fourteen interviews with eleven PPE companies operating in Italy. PPE supply chain was strongly affected in the initial phases of the pandemic, challenging firms operating in this sector to deliver their products to meet customers’ increased demand. Findings suggest that although most PPE companies have been slow in digital transformation, digital media can enhance PPE companies' existing assets and capabilities to create new customer value. In this context, social media have increased their relevance as effective tool to reinforce and personalize business relationships, weakened by the lack of physical contacts during the lockdown. By analyzing the main issues encountered during the pandemic and the digital strategies adopted by PPE companies, this study seeks to extend B2B literature on disruption management and digitalization. Implications for companies operating in the B2B sector and policymakers are provided.