DIGITAL TRANSFORMATION, BRAND TRUST, AND FINANCIAL PERFORMANCE: AN EMPIRICAL STUDY OF FIRMS IN EMERGING MARKETS

Abstract

Digital transformation is an important strategic driver in emerging markets, changing the way firms operate, serve customers and create financial value. This qualitative multiple case study explores the relationship between digital transformation, brand trust and financial performance. The research considers firms across a broad spectrum of industries to investigate how digital technologies influence stakeholder perceptions, enhance brand credibility, and impact organizational performance outcomes. Data were collected through semi-structured interviews with managers, marketing executives and experts in digital strategy, and document analysis of corporate reports and digital transformation strategies . Major patterns related to digital adoption, trust building mechanisms and financial implications were identified through thematic analysis. The results imply that digital transformation is a major factor for brand trust resulting in enhanced transparency, customer engagement and service delivery and hence improved financial performance. This study adds to the existing literature by providing insights relevant to emerging economies, where digital adoption is heterogeneous but rapidly progressing.