DIGITAL MARKETING STRATEGIES AND CONSUMER TRUST: BUILDING SUSTAINABLE CUSTOMER RELATIONSHIPS IN ONLINE MARKETS

Digital marketing has transformed the ways in which organizations communicate with customers, promote products, and develop relationships in increasingly competitive online markets. Websites, search engines, social media platforms, email marketing, online advertising, and data-driven personalization allow businesses to reach consumers across geographical boundaries and deliver information through multiple digital channels. However, these developments also create challenges concerning information accuracy, privacy, transparency, misleading advertising, and the credibility of online communication. Consumer trust has consequently become an important consideration in the development of sustainable digital marketing strategies. This paper examines the relationship between digital marketing practices and consumer trust, focusing on the role of content quality, transparency, social media engagement, customer reviews, personalization, privacy protection, and customer service. The study adopts a qualitative narrative literature review approach to discuss established research on customer experience, digital marketing, relationship marketing, and online trust. The discussion suggests that digital marketing can support sustainable customer relationships when businesses provide accurate information, communicate honestly, respect consumer privacy, respond to customer concerns, and consistently fulfill their commitments. Conversely, deceptive promotional practices, excessive personalization, hidden commercial conditions, and irresponsible data handling may weaken consumer confidence. The paper further proposes a conceptual framework connecting responsible digital marketing practices with perceived credibility, consumer trust, customer satisfaction, and relationship sustainability. Practical recommendations are presented for marketing managers and business owners, alongside future research directions concerning artificial intelligence, algorithmic transparency, privacy expectations, and long-term customer relationships. The paper concludes that consumer trust should be treated as a strategic business asset rather than merely a short-term outcome of promotional activity.