The Role of Consumer Trust as a Mediator in the Relationship Between Digital Marketing and Customer Loyalty – A Conceptual Analysis

DOI

10.2991/978-94-6239-626-5_24How to use a DOI?

Keywords

Digital marketing; consumer trust; customer loyalty; Generation Y; Generation Z; Theory of Planned Behavior

Abstract

This study investigated the mediating role of consumer trust in the relationship between digital marketing and customer loyalty, with special reference to Generation Y and Z whose online activities have made massive changes to consumer behavior showing reliance on technology for making decisions. Developing trust through digital marketing Customised, honest and engaging content is key to a successful strategy Leave a Comment / Posted in Digital Marketing Testimonials Trust is the holy grail of any relationship. However, generational differences influence how digital marketing strategies are perceived and how trust is built. Generation Y, known for its rational approach, values informative and educational content, while Generation Z prefers fast, relevant, and visually-driven interactions. By applying the Theory of Planned Behavior (TPB), this study examines how digital marketing impacts attitudes, trust, and loyalty across both generations. The findings indicate that consumer trust significantly mediates the relationship between digital marketing and customer loyalty, with distinct differences between Generation Y and Z in terms of trust-building mechanisms. For Generation Y, transparency and educational content are pivotal, while Generation Z prioritizes authentic, responsive, and personalized digital interactions. The study underscores the importance of tailoring digital marketing strategies to meet the specific preferences of each generation to foster deeper trust and long-term loyalty. Ultimately, this research provides valuable insights for businesses seeking to optimize their digital marketing efforts and enhance customer retention across diverse generational cohorts.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sanika Yuli Pramadoni
AU  - Ambar Lukitaningsih
PY  - 2026
DA  - 2026/04/15
TI  - The Role of Consumer Trust as a Mediator in the Relationship Between Digital Marketing and Customer Loyalty – A Conceptual Analysis
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 320
EP  - 331
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_24
DO  - 10.2991/978-94-6239-626-5_24
ID  - Pramadoni2026
ER  -