Beyond the privacy paradox: reimagining data-driven marketing in Ghana’s digital frontier

Purpose This study aims to examine how data privacy concerns (DPCs) affect digital marketing trust in Ghana's digital economy. Design/methodology/approach A quantitative approach was employed, analyzing data from 1,000 online consumers via partial least squares structural equation modeling. Findings Data privacy boosts trust when handled transparently. Online shopping experience plays a partial role in this, while digital literacy helps reduce the negative impact of privacy concerns. Essentially, DPCs can build trust if managed ethically. Originality/value This research shows how DPCs can build trust in emerging economies like Ghana when transparency, user experience and digital literacy are key priorities.