Customer Trust in Online Marketing Channels: A Systematic Literature Review

Abstract

This study examines customer trust as a central construct in shaping consumer behavior across online marketing channels, including e-commerce, mobile applications, social media, influencer marketing, and livestream shopping. Using a Systematic Literature Review (SLR), peer-reviewed studies published between 2018 and 2020 were analyzed to identify antecedents, contexts, and consequences of trust in digital environments. The review reveals that privacy, security, service quality, platform reputation, and authenticity are the main drivers of trust, though their influence varies across different marketing contexts. Trust in turn mediates the relationship between these antecedents and behavioral outcomes such as satisfaction, loyalty, purchase intention, and engagement, while also moderating the strength of consumer responses across online platforms. The findings highlight the multidimensional nature of trust, shaped by technological, social, and institutional factors, and emphasize its vital role in fostering sustainable consumer relationships. The study also suggests that companies should prioritize transparent data practices, reliable services, and authentic consumer interactions to strengthen long-term trust.