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

Authors: Mohammad Mominul Islam; Mostofa Mahmud Hasan; Md. Abu Sayem; Asifa Reza; Md. Nuruzzaman

Addresses: School of Business and Economics, University Brunei Darussalam, Gadong BE1410, Brunei ' School of Business, Khwaja Yunus Ali University, Enayetpur, Shirajgonj, Bangladesh ' Department of Statistics, EXIM Bank Agricultural University, Chapainawabganj-6300, Bangladesh ' University of Rajshahi, Rajshahi-6205, Bangladesh ' Department of Marketing, Faculty of Business Studies, University of Rajshahi, Rajshahi-6205, Bangladesh

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.

DOI: 10.1504/IJIMA.2024.140466

International Journal of Internet Marketing and Advertising, 2024 Vol.21 No.1/2, pp.26 - 54

Received: 15 Aug 2022
Accepted: 16 Feb 2023
Published online: 19 Aug 2024 *

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