Impact of Algorithmic Brand Identity on Consumer Trust: A Study in Tier 1 Cities of Gujarat

Monaz Sathvavwala

Abstract: This study investigates the multifaceted impact of algorithmic brand identity on consumer trust within Tier 1 Indian urban contexts, utilizing a survey of 786 consumers. Findings validate the SOR framework, revealing that algorithmic fairness and transparency are paramount, often outweighing personalization, in fostering trust. The research introduces a novel "Algorithmic Brand Trust Continuum" model and a heatmap visualization, offering actionable insights for brands to cultivate trust through ethical AI deployment. This work contributes significantly to digital marketing and consumer behavior literature in emerging economies.

Keywords: Algorithmic Trust, Brand Identity, Consumer Behavior, Fairness, Personalization

How to Cite?: Monaz Sathvavwala, "Impact of Algorithmic Brand Identity on Consumer Trust: A Study in Tier 1 Cities of Gujarat", Volume 14 Issue 7, July 2025, International Journal of Science and Research (IJSR), Pages: 631-636, https://www.ijsr.net/getabstract.php?paperid=SR25709092206, DOI: https://dx.doi.org/10.21275/SR25709092206