Brand Authenticity and Consumer Trust in the Digital Age

Abstract

In today's rapidly evolving digital landscape, brand authenticity has emerged as a critical factor influencing consumer trust. As consumers navigate a complex web of online interactions and product offerings, their ability to discern genuine brands from deceptive ones becomes paramount. This review paper explores the multifaceted concept of brand authenticity and its profound impact on consumer trust in the digital age. Drawing upon a comprehensive analysis of relevant literature, this paper delves into the key dimensions of brand authenticity, the challenges posed by the digital environment, and strategies for cultivating and maintaining consumer trust. By synthesizing empirical findings and theoretical insights, this paper contributes to a deeper understanding of how brands can foster authenticity and subsequently bolster consumer trust in the dynamic and interconnected world of digital commerce.