CONSUMER TRUST IN ONLINE COUNSELING PLATFORMS: A DIGITAL MARKETING PERSPECTIVE

Abstract

This paper explores the critical role of consumer trust in shaping the success and adoption of online counseling platforms from a digital marketing perspective. It aims to investigate the factors influencing trust formation, including security, privacy, communication, and cultural considerations, which significantly impact consumer decision-making and engagement in digital mental health services. Against the backdrop of rapid digitalization and growing demand for accessible mental health care, this study provides valuable insights into strategies for building and sustaining consumer trust to ensure long-term success of online counseling platforms. The findings highlight the need for effective trust marketing and ethical digital practices to enhance user confidence and platform credibility in the evolving digital health landscape.