Building trust in digital public services: a multi-method study of marketing techniques

Today, when services are rapidly digitized, people's trust in government institutions is crucial for economic and social progress. One area that requires further research is the intersection between marketing techniques and public trust, particularly concerning government-funded activities to develop a positive public perception. This article aims to highlight the significance of marketing in enhancing public trust in government services, therefore contributing to the broader goals of economic advancement and social cohesion. The findings suggest that the public sector's marketing industry is flourishing and broadening its efforts to use relationship marketing tactics successfully. The article highlights the crucial need to use sophisticated marketing tactics in the public sector to achieve digital transformation for development goals in countries effectively. Using targeted marketing strategies, governments may deepen the connection between their citizens and state services, encouraging improved public service delivery and fostering increased public trust.