DATA PRIVACY AND DIGITAL TRUST EMPIRICAL INSIGHTS ON CONSUMER LOYALTY IN PAKISTANS SME SECTOR

http://dx.doi.org/10.31703/gsr.2025(X-III).01      10.31703/gsr.2025(X-III).01      Published : Sep 2025
Authored by : ZarghamUllahKhan , ArslanShahid , RashidMahmoodMunir

01 Pages : 1-10

http://dx.doi.org/10.31703/gsr.2025(X-III).01      10.31703/gsr.2025(X-III).01      Published : Sep 2025

Data Privacy and Digital Trust: Empirical Insights on Consumer Loyalty in Pakistan’s SME Sector

    Data privacy concerns among consumers have become one of the factors influencing brand loyalty as Pakistan's SMEs explore digital marketing progressively. Using established CFIP and IUIPC models, this study analyzes the connection between privacy concerns and customer loyalty. 200 online consumers were given an established survey, and SPSS was used to analyze the results. Results reveal a moderate negative correlation (r = -0.482, p < .01), with privacy concerns explaining 23.2% of the variance in consumer loyalty. The study shows a general lack of consumer understanding about data rights and establishes the findings within Pakistan's changing statutory framework, especially the upcoming Draft Personal Data Protection Bill (Chambers and Partners, 2025). In order to increase trust and sustained loyalty, SMEs should put in place voluntary consent procedures, open data policies, and transparent privacy dashboards. In emerging markets, this study offers empirical information to inform privacy-concerned strategies for digital marketing.

    Data Privacy, Consumer Loyalty, Digital Marketing, CFIP, IUIPC, Pakistan SMEs, Privacy Calculus, Transparency, Trust
    (1) Zargham Ullah Khan
    Assistant Professor, Hailey College of Banking & Finance, University of the Punjab, Punjab, Pakistan.
    (2) Arslan Shahid
    Ph.D. Scholar, Hailey College of Banking & Finance, University of the Punjab, Punjab, Pakistan.
    (3) Rashid Mahmood Munir
    Ph.D. Scholar, Hailey College of Banking & Finance, University of the Punjab, Punjab, Pakistan.
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Cite this article

    APA : Khan, Z. U., Shahid, A., & Munir, R. M. (2025). Data Privacy and Digital Trust: Empirical Insights on Consumer Loyalty in Pakistan’s SME Sector. Global Sociological Review, X(III), 1-10. https://doi.org/10.31703/gsr.2025(X-III).01
    CHICAGO : Khan, Zargham Ullah, Arslan Shahid, and Rashid Mahmood Munir. 2025. "Data Privacy and Digital Trust: Empirical Insights on Consumer Loyalty in Pakistan’s SME Sector." Global Sociological Review, X (III): 1-10 doi: 10.31703/gsr.2025(X-III).01
    HARVARD : KHAN, Z. U., SHAHID, A. & MUNIR, R. M. 2025. Data Privacy and Digital Trust: Empirical Insights on Consumer Loyalty in Pakistan’s SME Sector. Global Sociological Review, X, 1-10.
    MHRA : Khan, Zargham Ullah, Arslan Shahid, and Rashid Mahmood Munir. 2025. "Data Privacy and Digital Trust: Empirical Insights on Consumer Loyalty in Pakistan’s SME Sector." Global Sociological Review, X: 1-10
    MLA : Khan, Zargham Ullah, Arslan Shahid, and Rashid Mahmood Munir. "Data Privacy and Digital Trust: Empirical Insights on Consumer Loyalty in Pakistan’s SME Sector." Global Sociological Review, X.III (2025): 1-10 Print.
    OXFORD : Khan, Zargham Ullah, Shahid, Arslan, and Munir, Rashid Mahmood (2025), "Data Privacy and Digital Trust: Empirical Insights on Consumer Loyalty in Pakistan’s SME Sector", Global Sociological Review, X (III), 1-10
    TURABIAN : Khan, Zargham Ullah, Arslan Shahid, and Rashid Mahmood Munir. "Data Privacy and Digital Trust: Empirical Insights on Consumer Loyalty in Pakistan’s SME Sector." Global Sociological Review X, no. III (2025): 1-10. https://doi.org/10.31703/gsr.2025(X-III).01