The Effect of Digital Marketing Strategies on Brand Awareness in Smart Warehouse Businesses
Abstract
This research aimed to (1) analyze the level of digital marketing strategy implementation and brand awareness, (2) examine the influence of each type of digital marketing strategy on brand awareness, and (3) prioritize strategies and provide appropriate recommendations. A mixed-methods approach was employed, consisting of in-depth interviews with 15 executives and online questionnaires from two sample groups: 200 marketing executives from smart warehouse businesses and 200 decision-makers from target customer businesses, totaling 400 respondents. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The findings revealed that smart warehouse businesses implemented digital marketing strategies at a high overall level, with social media marketing being the most frequently used, whereas brand awareness among target customers was only at a moderate level, indicating a gap between the extent of marketing investment and its actual perception among customers. All four strategies social media marketing, search engine marketing, content marketing, and influencer marketing were positively and significantly associated with brand awareness. Among them, content marketing showed the strongest relative influence, followed by social media marketing, search engine marketing, and influencer marketing, respectively. The four variables collectively explained 74.3% of the variance in brand awareness. Qualitative findings from executive interviews supported this pattern, indicating that the key obstacle was customers perceiving warehouse services as an operational cost rather than a value-added partner; content that demonstrated concrete, evidence-based results was therefore seen as the most credible communication approach, while influencer marketing had limited effect on decision-making in this B2B context. This research recommends that operators should prioritize the creation of valuable and credible content as their primary strategy, complemented by social media marketing to expand reach.
References
ธนาคารแห่งประเทศไทย. (2566). ภาวะเศรษฐกิจการเงินไทย ปี 2565. https://www.bot.or.th/content/dam/bot/documents/th/thai-economy/state-of-thai-economy/annual-report/annual-econ-report-th-2565.pdf
พนิดา ตันศิริ. (2569). กลยุทธ์การตลาดดิจิทัลที่ส่งผลต่อพฤติกรรมการเลือกซื้อสินค้าผ่าน TikTok. วารสารสังคมศาสตร์และมนุษยศาสตร์ สถาบันอุดมศึกษาเอกชนแห่งประเทศไทย, 32(1), 34–50. https://so06.tci-thaijo.org/index.php/apheit-ss/article/view/292802
ภัทรนันท์ กัญจนวิภาพร, สาวิตรี จันทร์วาน, และ กิตติภูมิ พานทอง. (2568). อิทธิพลของกลยุทธ์การตลาดดิจิทัลที่ส่งผลต่อความสำเร็จของธุรกิจค้าปลีกผ่านช่องทางออนไลน์. วารสารสหศาสตร์การพัฒนาสังคม, 3(6), 387-402.
สำนักงานคณะกรรมการพัฒนาการเศรษฐกิจและสังคมแห่งชาติ. (2565). แผนพัฒนาเศรษฐกิจและสังคมแห่งชาติ ฉบับที่ 13 (พ.ศ. 2566–2570). https://www.nesdc.go.th/the-national-economic-and-social-development-plan/the-thirteenth-plan-2023-2027/
Aaker, D. A. (1996). Building strong brands. Free Press.
Almaqousi, S. A. M., Samikon, S. A., Cavaliere, L. P. L., & Nordin, N. A. (2021). The impact of brand awareness, brand loyalty, and brand association on consumer decision making in Palestine olive oil industry. Business Management and Strategy, 12(2), 66. https://doi.org/10.5296/bms.v12i2.18840
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation, and practice (8th ed.). Pearson.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, Article 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hsiao, S. H., Wang, Y. Y., Wang, T., & Kao, T. W. (2020). How social media shapes the fashion industry: The spillover effects between private labels and national brands. Industrial Marketing Management, 86, 40-51. https://doi.org/10.1016/j.indmarman.2019.02.022
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Kittur, P., Chatterjee, S., & Upadhyay, A. (2023). Antecedents and consequences of reliance in the context of B2B brand image. Journal of Business & Industrial Marketing, 38(1), 102-117. https://doi.org/10.1108/JBIM-05-2021-0263
Kumar, V., Rajan, B., Gupta, S., & Dalla Pozza, I. (2019). Customer engagement in service. Journal of the Academy of Marketing Science, 47(1), 138-160. https://doi.org/10.1007/s11747-017-0565-2
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.
Ramdani, A., & Fietroh, M. N. (2025). The effect of digital marketing strategies, social media, and influencer marketing on brand awareness. Journal of Educational Management Research, 4(5), 1655–1669. https://doi.org/10.61987/jemr.v4i5.1161
Rose, D. E., Van Der Merwe, J., & Jones, J. (2024). Digital marketing strategy in enhancing brand awareness and profitability of e-commerce companies. Aptisi Transactions on Management (ATM), 8(2), 160–166. https://doi.org/10.33050/atm.v8i2.2277
Zheng, P., Wang, Z., Chen, C.-H., & Khoo, L. P. (2019). A survey of smart product-service systems: Key aspects, challenges and future perspectives. Advanced Engineering Informatics, 42, Article 100973. https://doi.org/10.1016/j.aei.2019.100973
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 journal of business and society innovation
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
