Incorporating social media observations and bounded rationality into fashion quick response supply chains in the big data era

Tsan Ming Choi

Research output: Journal article publicationJournal articleAcademic researchpeer-review

57 Citations (Scopus)


In this paper, we study the fashion quick response program with social media observations, demand forecast updating, and a boundedly rational retailer. We analytically find that the likelihood of having good social media comments on the product plays a critical role in affecting the value of quick response, and its impact is mediated by the fashion retailer's prior attitude towards the market demand. We then demonstrate how a Pareto improving situation can be achieved under quick response, and uncover that manipulating social media comments can benefit the manufacturer under the surplus sharing contract, but not under the two-part tariff contract.

Original languageEnglish
Pages (from-to)386-397
Number of pages12
JournalTransportation Research Part E: Logistics and Transportation Review
Publication statusPublished - 1 Jun 2018


  • Behavioral operations
  • Big data
  • Bounded rationality
  • Quick response program
  • Social media
  • Supply chain management

ASJC Scopus subject areas

  • Business and International Management
  • Civil and Structural Engineering
  • Transportation

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