Purpose This study aims to examine how data privacy concerns (DPCs) affect digital marketing trust in Ghana's digital economy. Design/methodology/approach A quantitative approach was employed, analyzing data from 1,000 online consumers via partial least squares structural equation modeling. Findings Data privacy boosts trust when handled transparently. Online shopping experience plays a partial role in this, while digital literacy helps reduce the negative impact of privacy concerns. Essentially, DPCs can build trust if managed ethically. Originality/value This research shows how DPCs can build trust in emerging economies like Ghana when transparency, user experience and digital literacy are key priorities.
Duncan et al. (Thu,) studied this question.