Consumer Trust in Digital Marketing: A Systematic Literature Review and Conceptual Framework
DOI:
https://doi.org/10.53905/Gimer.v2i01.04Keywords:
consumer trust, digital marketing, e-commerce, online consumer behavior, trust determinants, digital trust frameworkAbstract
Purpose of the study: This systematic literature review aims to synthesize existing research on consumer trust in digital marketing contexts, identify key determinants and outcomes of trust, and develop an integrative conceptual framework that advances theoretical understanding and practical applications in digital marketing environments.
Materials and methods: A comprehensive systematic literature review was conducted following PRISMA guidelines. Electronic databases including Web of Science, Scopus, ScienceDirect, and EBSCOhost were systematically searched for peer-reviewed articles published between 2014 and 2024. The search protocol utilized keywords: "consumer trust," "digital marketing," "e-commerce trust," "online trust," and "digital consumer behavior." Initial screening yielded 1,847 articles, with 89 studies meeting inclusion criteria after rigorous quality assessment using CASP and JBI critical appraisal tools.
Results: The review identified five primary dimensions influencing consumer trust in digital marketing: (1) platform characteristics (security, privacy, design quality), (2) information quality (accuracy, relevance, transparency), (3) social influence (reviews, ratings, social proof), (4) vendor reputation (brand credibility, track record), and (5) technological factors (AI integration, personalization, user experience). Trust significantly impacts purchase intentions (r = 0.67, p < 0.001), brand loyalty (β = 0.58, p < 0.001), and customer engagement. Emerging themes include the dual impact of AI-driven personalization on trust, the critical role of data privacy concerns, and generational differences in trust formation mechanisms.
Conclusions: Consumer trust in digital marketing is a multidimensional construct requiring integrated approaches combining technological security, transparent communication, and authentic relationship-building. The proposed conceptual framework integrates cognitive, affective, and behavioral dimensions of trust, providing actionable insights for digital marketers. Future research should examine trust dynamics in emerging technologies (metaverse, blockchain, generative AI) and cross-cultural trust formation patterns.
References
F., Charles J., & van, R., Cees B. M. (2004). Fame & fortune how successful companies build winning reputations. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022105172&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Agag, G., & Eid, R. (2019). Examining the antecedents and consequences of trust in the context of peer-to-peer accommodation. International Journal of Hospitality Management, 81, 180. https://doi.org/10.1016/j.ijhm.2019.04.021
Aguirre, E., Mahr, D., Grewal, D., Ruyter, K. de, & Wetzels, M. (2014). Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness. Journal of Retailing, 91(1), 34. https://doi.org/10.1016/j.jretai.2014.09.005
Bhattacharya, C., & Sen, S. (2004). Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives. California Management Review, 47(1), 9. https://doi.org/10.2307/41166284
Bierstedt, R., & Blau, P. M. (1965). Exchange and Power in Social Life. American Sociological Review, 30(5), 789. https://doi.org/10.2307/2091154
Chaffey, D., Ellis‐Chadwick, F., Isaac, H., & Mercanti‐Guérin, M. (2020). Marketing digital, 7ème Edition. HAL (Le Centre Pour La Communication Scientifique Directe). https://hal.science/hal-02927026
Chan, E. Y. (2024). Consumer Behavior in Practice. In Consumer Behavior in Practice. https://doi.org/10.1007/978-3-031-50947-6
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81. https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, L., Jia, J., & Wu, C. (2023). Factors influencing the behavioral intention to use contactless financial services in the banking industry: An application and extension of UTAUT model. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1096709
Cheung, C. M. K., & Lee, M. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218. https://doi.org/10.1016/j.dss.2012.01.015
Cloarec, J., Meyer‐Waarden, L., & Munzel, A. (2024). Transformative privacy calculus: Conceptualizing the personalization‐privacy paradox on social media. Psychology and Marketing, 41(7), 1574. https://doi.org/10.1002/mar.21998
Dang, Q., & Li, G. (2025). Unveiling trust in AI: the interplay of antecedents, consequences, and cultural dynamics. AI & Society. https://doi.org/10.1007/s00146-025-02477-6
Davenport, T. H., Guha, A., Grewal, D., & Breßgott, T. (2019). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24. https://doi.org/10.1007/s11747-019-00696-0
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008
Eslami, M., Kumaran, S. R. K., Sandvig, C., & Karahalios, K. (2018). Communicating Algorithmic Process in Online Behavioral Advertising. 1. https://doi.org/10.1145/3173574.3174006
Filieri, R. (2014). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261. https://doi.org/10.1016/j.jbusres.2014.11.006
Fowler‐Davis, S., Platts, K., Thelwell, M., Woodward, A., & Harrop, D. (2021). A mixed-methods systematic review of post-viral fatigue interventions: Are there lessons for long Covid? [Review of A mixed-methods systematic review of post-viral fatigue interventions: Are there lessons for long Covid?]. PLoS ONE, 16(11). Public Library of Science. https://doi.org/10.1371/journal.pone.0259533
Frik, A., & Mittone, L. (2018). Factors Influencing the Perception of Website Privacy Trustworthiness and Users’ Purchasing Intentions: The Behavioral Economics Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 14(3), 89. https://doi.org/10.4067/s0718-18762019000300107
Fulu, O. (2024). Assessing the Utilization and Effectiveness of Content Marketing in Business Practices in Botswana. International Journal of Entrepreneurship and Business Innovation, 7(2), 60. https://doi.org/10.52589/ijebi-vrtc3dl0
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407. https://doi.org/10.1016/j.omega.2004.01.006
Gefen, Karahanna, & Straub. (2003). Trust and TAM in Online Shopping: An Integrated Model1. MIS Quarterly, 27(1), 51. https://doi.org/10.2307/30036519
Hajli, N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387. https://doi.org/10.2501/ijmr-2014-025
Hochstein, R. E., Harmeling, C. M., & Perko, T. (2023). Toward a theory of consumer digital trust: Meta-analytic evidence of its role in the effectiveness of user-generated content. Journal of the Academy of Marketing Science, 53(4), 1034. https://doi.org/10.1007/s11747-023-00982-y
Hovland, C. I., & Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly, 15(4), 635. https://doi.org/10.1086/266350
Hrach, T. J. (2009). The Hyperlinked society: questioning connections in the digital age. Choice Reviews Online, 46(9), 46. https://doi.org/10.5860/choice.46-5339
Kannan, P. K., & Li, H. A. (2016). Digital marketing: A framework, review and research agenda [Review of Digital marketing: A framework, review and research agenda]. International Journal of Research in Marketing, 34(1), 22. Elsevier BV. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2007). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544. https://doi.org/10.1016/j.dss.2007.07.001
Kimery, K. M., & McCord, M. (2002). Third-Party Assurances: Mapping The Road to Trust In E-Retailing. Journal of the Association for Information Systems, 4(2), 7. http://aisel.aisnet.org/jitta/vol4/iss2/7
Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing. California Management Review, 61(4), 135. https://doi.org/10.1177/0008125619859317
Lanier, C. D., & Saini, A. (2008). Understanding Consumer Privacy: A Review and Future Directions [Review of Understanding Consumer Privacy: A Review and Future Directions]. UST Research Online (University of St. Thomas - Minnesota). University of St. Thomas - Minnesota. https://ir.stthomas.edu/ocbmktgpub/38
Martin, K. D., Borah, A., & Palmatier, R. W. (2016). Data Privacy: Effects on Customer and Firm Performance. Journal of Marketing, 81(1), 36. https://doi.org/10.1509/jm.15.0497
Martin, K. D., & Murphy, P. E. (2016). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135. https://doi.org/10.1007/s11747-016-0495-4
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model Of Organizational Trust. Academy of Management Review, 20(3), 709. https://doi.org/10.5465/amr.1995.9508080335
McKnight, D. H., Choudhury, V., & Kacmar, C. J. (2002). Developing and Validating Trust Measures for e-Commerce: An Integrative Typology. Information Systems Research, 13(3), 334. https://doi.org/10.1287/isre.13.3.334.81
Miyazaki, A. D., & Fernández, A. M. (2001). Consumer Perceptions of Privacy and Security Risks for Online Shopping. Journal of Consumer Affairs, 35(1), 27. https://doi.org/10.1111/j.1745-6606.2001.tb00101.x
Morgan, R. M., & Hunt, S. D. (1994a). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.1177/002224299405800302
Morgan, R. M., & Hunt, S. D. (1994b). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308
Nangin, M. A., Barus, I. R. G., & Wahyoedi, S. (2020). The Effects of Perceived Ease of Use, Security, and Promotion on Trust and Its Implications on Fintech Adoption. Journal of Consumer Sciences, 5(2), 124. https://doi.org/10.29244/jcs.5.2.124-138
Norberg, P. A., Horne, D. R., & Horne, D. (2007). The Privacy Paradox: Personal Information Disclosure Intentions versus Behaviors. Journal of Consumer Affairs, 41(1), 100. https://doi.org/10.1111/j.1745-6606.2006.00070.x
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T., Mulrow, C. D., Shamseer, L., Tetzlaff, J., Akl, E. A., Brennan, S., Chou, R., Glanville, J., Grimshaw, J., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E., Mayo‐Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. BMJ, 372. https://doi.org/10.1136/bmj.n71
Pavlou, P. A., & Gefen, D. (2004). Building Effective Online Marketplaces with Institution-Based Trust. Information Systems Research, 15(1), 37. https://doi.org/10.1287/isre.1040.0015
Rahul, M. (2025). The Effects of Digital Marketing on Consumer Behaviour. International Journal of Research and Innovation in Applied Science, 10(10), 285. https://doi.org/10.51584/ijrias.2025.1010000022
Sirdeshmukh, D., Singh, J., & Sabol, B. A. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15. https://doi.org/10.1509/jmkg.66.1.15.18449
Torrance, E. P., & Brehm, J. W. (1968). A Theory of Psychological Reactance. The American Journal of Psychology, 81(1), 133. https://doi.org/10.2307/1420824
Valkenburg, P. M., Beyens, I., Meier, A., & Abeele, M. V. (2022). Advancing our understanding of the associations between social media use and well-being. Current Opinion in Psychology, 47, 101357. https://doi.org/10.1016/j.copsyc.2022.101357
Werff, L. van der, Real, C., & Lynn, T. (2018). Individual Trust and the Internet. In Routledge eBooks (p. 391). Informa. https://doi.org/10.4324/9781315745572-27
Willie, M. M. (2024). Evolving Marketing Trends in the Era of COVID-19: A Shifted Landscape. In IntechOpen eBooks. IntechOpen. https://doi.org/10.5772/intechopen.112018
Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9, 1. https://doi.org/10.1037/h0025848
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2026 Syamsurijal Hasan, Alexander Mayr
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
