Consumers' trust in digital marketing and their perceived experiences: evidence from Bangladesh

Mohammad Mominul Islam, Mostofa Mahmud Hasan, Md. Abu Sayem, Asifa Reza and Md. Nuruzzaman

International Journal of Internet Marketing and Advertising, 2024, vol. 21, issue 1/2, 26-54

Abstract: This study intends to unfold consumers' perceptions of the trust issues of digital marketing during online purchases. It followed a survey of 375 customers with purposive sampling. The analysis used frequency distribution to know the consumers' perceptions and a binary logistic regression model to identify essential factors impacting trust issues in online purchasing. The analysis illustrated that most respondents showed sufficient faith in the purchasing variables before buying. However, their impression afterward showed a negative attitude toward online product purchases, and purchasing frequency, stock product availability before purchasing, and return policy after purchasing as the most critical factors influencing the consumers' trust. This study can help the consumers and other stakeholders to make sound decisions about the trust issues in digital marketing and the perceived experiences of the consumers.

Keywords: consumers' perception; trust issues; digital marketing; online purchase; internet marketing; e-marketing; binary logistic regression model; Bangladesh. (search for similar items in EconPapers)
Date: 2024
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