Consumer Trust in Digital Marketing: A Systematic Literature Review and Conceptual Framework

Samsurijal Hasan and Alexander Mayr
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Samsurijal Hasan: Program Studi Kewirausahaan, Fakultas Ekonomi dan Bisnis Universitas Pahlawan Tuanku Tambusai, Indonesia.
Alexander Mayr: Dortmund University, Germany.

Global Insights in Management and Economic Research, 2026, vol. 2, issue 01, 23-34

Abstract: 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

Keywords: consumer trust; digital marketing; e-commerce; online consumer behavior; trust determinants; digital trust framework (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eof:igimer:v:2:y:2026:i:01:id:93

DOI: 10.53905/Gimer.v2i01.04

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