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Consumer Trust in the Age of Digital Advertising

Authors:

1. PRAGYANRANI BEHRA

Assistant professor, Amity University, Raipur (C.G.) Course name- Bachelor of commerce (honours)

Shivani Tekam, B.com (H), Enrollment no.- A80304622054

Introduction: In the digital era, advertising has undergone a radical transformation. From static billboards and television commercials, brands have shifted toward more dynamic, personalized, and interactive digital advertising strategies. While these techniques offer greater precision and reach, they also pose significant challenges—chief among them, the issue of consumer trust. With concerns over data privacy, ad fraud, and intrusive ad formats, modern consumers often view digital advertisements with skepticism. This research paper explores how digital advertising affects consumer trust, analyzing factors such as transparency, personalization, platform credibility, and privacy concerns.

The rapid growth of digital technologies has fundamentally transformed the advertising landscape, reshaping how brands communicate with consumers. Digital advertising, which includes social media ads, search engine marketing, influencer partnerships, video ads, and display banners, offers unprecedented opportunities for targeted and interactive engagement. However, this shift has also introduced new challenges—most notably, concerns around consumer trust.

In an age where consumers are increasingly aware of data privacy issues and potential misuse of personal information, trust has become a critical factor influencing the effectiveness of digital advertising. Consumers often encounter a flood of ads daily, many of which collect or rely on sensitive data to deliver personalized content. While personalization can enhance user experience and brand relevance, it can also provoke feelings of intrusion and skepticism.

Moreover, the rise of ad fraud, misinformation, and intrusive ad formats further complicates the relationship between brands and consumers. Without trust, digital advertising campaigns risk being ignored, blocked, or actively rejected by audiences. Therefore, understanding the dynamics of consumer trust in digital advertising is vital for marketers, advertisers, and policymakers aiming to create ethical, transparent, and effective advertising strategies.

This study explores the factors that influence consumer trust in digital advertising, including transparency, privacy, personalization, ad format, and demographic differences. It aims to provide insights into how brands can foster trust and build sustainable relationships with their digital audiences in an increasingly complex environment.