Algorithmic Trust Formation in E-Commerce: A Comparative Conceptual Framework of AI, Brand Trust, and Consumer Loyalty in Russia, Bangladesh, and Afghanistan

Abstract: Artificial intelligence (AI) has become a defining infrastructure of contemporary e-commerce, reshaping how platforms personalize offers, converse with shoppers, and predict demand. Research linking AI-enabled personalization, chatbot interactivity, and recommendation accuracy to brand trust and loyalty remains concentrated in single- or two-country studies, leaving a gap in markets that differ in digital maturity and institutional stability. This paper develops a conceptual framework examining how AI shapes brand trust and loyalty across three e-commerce environments: Russia (digitally mature, AI-intensive), Bangladesh (fast-growing, young), and Afghanistan (fragile, conflict-affected, nascent digital commerce). Drawing on Commitment-Trust Theory, the Technology Acceptance Model, Expectation-Confirmation Theory, Mayer et al.'s model of organizational trust, and Hofstede's cultural-dimensions framework, the study synthesizes DOI-indexed literature into a moderated model in which AI capability shapes brand trust, which drives loyalty, with national culture, market-development stage, and (newly introduced) institutional and infrastructural fragility as boundary conditions. Evidence indicates Russian trust accrues with digital experience, education, and gender; Bangladeshi trust is shaped by perceived risk, service quality, and promotional cues; and Afghan trust, governed by standard technology-acceptance constructs, is further constrained by conflict-linked infrastructure disruption, thin legal protections, and post-2021 restrictions on women's offline economic participation that have made online channels a coping mechanism. The paper concludes with revised propositions, a three-country survey methodology, and managerial and policy implications for platforms and development actors. Keywords: Afghanistan; artificial intelligence; Bangladesh; brand trust; comparative study; consumer loyalty; cultural dimensions; e-commerce; fragile markets; Russia. Title: Algorithmic Trust Formation in E-Commerce: A Comparative Conceptual Framework of AI, Brand Trust, and Consumer Loyalty in Russia, Bangladesh, and Afghanistan Author: Md Mehedi Hasan, Tareq Mahmud, Md Asif Ullah, Wahdat Ullah Mamond International Journal of Novel Research in Marketing Management and Economics ISSN 2394-7322 Vol. 13, Issue 3, September 2026 - December 2026 Page No: 9-24 Novelty Journals Website: www.noveltyjournals.com Published Date: 04-September-2026 DOI: https://doi.org/10.5281/zenodo.22302744 Paper Download Link (Source) https://www.noveltyjournals.com/upload/paper/Algorithmic%20Trust%20Formation%20in%20E-Commerce-04092026-3.pdf