Global Supply Chain Disruptions and Online Marketing Adaptations

Abstract

This study examines how global supply chain disruptions reshape online marketing strategies, focusing on the intersection of operational fragility and consumer-facing communication. Using a systematic literature review, it synthesizes peer-reviewed research across supply chain management, marketing, and consumer behavior to address the central question: how do firms adapt their online marketing practices when faced with systemic disruptions? The role of this study is to consolidate fragmented insights and highlight the dual function of marketing as both a promotional and trust-building mechanism under crisis conditions. Results indicate that firms with robust digital infrastructures and transparent communication strategies were more effective in sustaining consumer trust and managing demand during disruptions. The analysis discusses how online marketing adaptations—such as inventory transparency, proactive messaging, and digital convenience—helped mitigate the negative effects of operational breakdowns. The findings suggest that transparency, adaptability, and alignment with supply chain realities are essential for maintaining brand resilience in uncertain environments.