Author(s): Somdech Rungsrisawat
Purpose of this study is to examine the role of social media and Integrated Marketing Communication (IMC) in logistic sustainable performance. Consequently, the relationship between social media, IMC, target audience and logistic sustainable performance was examined. To examine the concerned relationship between variables, employees of logistic companies were selected to collect the data. Particularly, the employees of marketing department were considered for data collection as the study variables such as IMC, target audience and social media are used in relation to the marketing activities. 384 questionnaires were distributed, and 215 valid responses were used for data analysis. Finally, outcomes of the study highlighted that social media has major role in logistic sustainable performance. Better use of social media has the potential to enhance logistic sustainable performance. Furthermore, the IMC also has vital contribution to increase the logistic sustainable performance. Better implementation of IMC practices and use of target audience has major influence on logistic sustainable performance.