Digital Content Marketing And Its Impact On Consumer Trust In Financial Products: An Empirical Study

Abstract

 This empirical study investigates the impact of digital content marketing on consumer trust in financial products. The target population included residents engaging with digital financial content. By analyzing data collected from 296 respondents from Mumbai region, we explore how various aspects of digital content—specifically content quality, credibility, and engagement—affect consumer trust. Utilizing Exploratory Factor Analysis (EFA) and multiple regression analysis, we identify three key factors that contribute significantly to consumer trust. The results reveal that content quality, credibility, and engagement positively influence trust, with engagement having the most substantial impact. These findings underscore the importance of high-quality, credible, and engaging content in digital marketing strategies aimed at building consumer trust in the financial sector.