Managing multichannel conflict : the role of interactions enabled by interorganizational information system and public social media

Abstract

Purpose: Advances in information and communication technology (ICT) have significantly enhanced firms’ interactions. However, interactions enabled by interorganizational information system (IOS) and public social media (PSM) may affect channel conflicts differently due to the two platforms’ distinct characteristics. Drawing on open systems theory, this study aims to develop a conceptual framework that examines the effects of channel multiplicity on conflicts and the moderating roles of IOS- and PSM-enabled interactions in the relationship between channel multiplicity and conflicts. Design/methodology/approach: The authors test the research hypotheses using survey data from 520 manufacturers and regional economic development data from China. The collected data are analyzed using statistical inference. Findings: The results confirm that channel multiplicity positively affects conflicts and that these effects are moderated in different ways by IOS- and PSM-enabled interactions. IOS-enabled interactions attenuate the positive relationship between channel multiplicity and horizontal conflict, but strengthen the positive relationship between channel multiplicity and vertical conflict. By contrast, PSM-enabled interactions strengthen the positive relationship between channel multiplicity and channel conflicts. Research limitations/implications: The results confirm that channel multiplicity positively affects both horizontal and vertical conflicts and that these effects are moderated in different ways by IOS- and PSM-enabled interactions. IOS-enabled interactions attenuate the positive relationship between channel multiplicity and horizontal conflict, but strengthen the positive relationship between channel multiplicity and vertical conflict. By contrast, PSM-enabled interactions strengthen the positive relationship between channel multiplicity and channel conflicts. Practical implications: This study offers valuable guidance for manufacturers in managing multichannel conflict and promoting performance. The authors explain how multichannel managers can mitigate horizontal and vertical conflicts through ICT adoption. The conceptual framework incorporates the relationships among channel multiplicity, conflicts, ICT-enabled interactions and channel performance, enabling us to show that horizontal conflict increases channel performance. Originality/value: The findings provide insights into how managers can leverage IOS and PSM platforms to manage multichannel conflict among contemporary firms. Moreover, the results suggest that IOS- and PSM-enabled interactions play different informational roles in the relationship between channel multiplicity and conflicts, providing a meaningful perspective on firms’ knowledge activities in the era of multichannel distribution.