The Role of Message Credibility in Online Marketingon Digital Consumer Responses Top of Form

Abstract

This study aims to examine the role of message credibility
in online marketing and its influence on digital consumer
responses. Along with the rapid development of digital
technology since 2020, online marketing has undergone a
significant transformation and has become a dominant
strategy in influencing consumer behavior. This research
employs a literature review method by analyzing scholarly
articles published over the last five years and indexed in
Google Scholar. The findings indicate that message
credibility is a critical factor in determining the effectiveness
of online marketing, particularly in shaping consumer
attitudes and purchase intentions. Digital consumers tend to
be more critical and selective toward marketing
information, making honesty, expertise, and message
consistency essential elements in building trust.
Furthermore, consumer engagement and positive digital
experiences strengthen the impact of online marketing on
consumer responses. This study emphasizes the importance
of a holistic approach to online marketing by integrating
message credibility and digital consumer behavior, and
contributes conceptually to the development of digital
marketing literature in the context of contemporary
marketing dynamics.