To assess how Digital Marketing Practices (DMP) and Communication Practices (CP) impact Customer Awareness (CA), Brand Trust (BT), and Business Impact (BI) in the freight forwarding sector in Chennai, this study gathered primary data from 50 logistics and import/export professionals via a structure questionnaire, then used a combination of Correlation Analysis, Multiple Regression, Sobel Test and Structural Equation Modeling (SEM) to examine the stated hypotheses and validate our model. Digital Marketing Practices are the strongest predictor of Customer Awareness with an R² value of 0.690 (p < 0.001).
In addition to DMP directly impacting Business Performance, both DMP and CP significantly influence Business Performance indirectly (through CA) thus indicating partial mediation. BT does not significantly affect either DMP or CP, therefore indicating that Trust in B2B Freight Forwarding relationships is generally formed via dependable operations, consistently delivered services and long-term relationship management, but not through Digital Channels. Our recommendations are for Logistics companies to implement Digital Marketing strategies in conjunction with dependable service provision and customer-focused relationship management if they seek to develop a lasting competitive advantage.
KEYWORDS
Digital Marketing Practices, Freight Forwarding, Customer Awareness, Brand Trust, Business Impact, B2B Logistics
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