Impact of the Digital Marketing Strategies on Consumer Decision Making the Mediating Role of Perceived Trust in Marketing
Year: 2024
Type: article
Abstract: The effect of digital marketing strategies on consumer decision-making: The mediating role of perceived trust is proposed as the title of this work. The use of personalized advertisement, social media as well as data analysis as a tool for promoting the message has become vital in the aspect of shaping consumer choice in the present generation. The results thus suggest that, though these strategies enhance consumer attention and influence preferences, their impact here is considerably conditioned by perceived trust of all the factors studied in the context of this discussion, trust, generated through the practice of honest and ethical marketing practices and authenticity, appears to be the best in predicting consumers’ positive purchasing decisions. This study pinpoints the importance of the practice of trust-enhancing strategies in the marketing strategies of business establishments as they embark on their online marketing to sustain consumers’ attention. Thus, by implementing data protection measures, maintaining a clear perception of messages and staying loyal to the core values, an organization can improve the efficacy of its practices and gain greater, let alone consumer trust. These conclusions advance knowledge about digital marketing and consumers, providing practical implications for enhancing marketing in a trust-based digital world.
Authors: Ahmer Ali, Sher Zaman, Muhammad Hamza, Abid Hussain Nawaz
Institutions: University of Sargodha, Thal University Bhakkar
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4412038100