Does data privacy influence digital marketing? The mediating role of AI-driven trust: An empirical study of Zain Telecom company in Jordan

Abstract

This research aims to examine how data privacy concerns influence DOI in Digital Marketing and investigates how artificial intelligence trust mechanism integration modulates that effect. Primary data was collected by accessing the structured questionnaire targeting ZAIN Telecom employees as the chosen study site. The PLS-SEM technique was used in this research to analyze data privacy, digital marketing effectiveness, and AI-driven trust constructs. According to this study, digital marketing processes significantly focus on data privacy and, ultimately, AI-driven trust. Further, powerful AI trust systems will be required to reinforce data privacy and systematically configure and drive digital marketing enterprises. Thus, such systems could allow firms a sustainable competitive advantage in this new Battle for data security age. The findings discovered that data privacy concerns significantly impede AI-driven trust, diminishing digital marketing effectiveness. Therefore, they contribute to the literature by offering empirical support for AI-powered trust mediating between factors within a model and offering practical implications and extensions of the theoretical models. This literature helps industry practitioners and policymakers build trust in AI interventions to alleviate data privacy risks and improve support for digital marketing strategies.