Click, Connect, Contract: A Strategic Alignment Approach in Supplier Selection Across Asia

Abstract

Globalization and accelerated digitalization have reshaped international procurement, shifting supplier evaluation beyond technical criteria toward digital visibility and relational capabilities. This study examines how social media, digital communication, and emotional intelligence (EI) influence supplier selection in Asia, using the Strategic Alignment Model (SAM) as the analytical foundation and extending it through the Digital–Emotional Strategic Alignment (DESA) perspective. A qualitative exploratory case study was conducted through digital document analysis and interviews with procurement practitioners from China, Thailand, and Indonesia. The findings indicate that social media serves as a practical digital strategy tool for early supplier screening by enhancing transparency and reducing uncertainty. The quality of digital communication, reflected in clarity, responsiveness, and communication tone, signals suppliers’ professionalism and digital readiness. EI further strengthens cross-border relationships by fostering empathy, adaptability, and trust in digital interactions where non-verbal cues are limited. Together, these elements reinforce alignment with organizational strategy by supporting risk mitigation, negotiation effectiveness, and relational continuity. The study contributes by extending SAM with two key dimensions for digital global sourcing: social media as an indicator of digital readiness and EI as a driver of relational resilience. The DESA framework enhances theoretical understanding of strategic alignment in supplier selection and offers practical guidance for improving global sourcing effectiveness in the digital era.