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Trust in the Future: Building Brand Confidence for IoT Consumer Adoption
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Author(s): Md Mehedi Hasan Emon (American International University-Bangladesh, Bangladesh), Abid Aziz (Uttara University, Bangladesh), Kamal Hossain (World University of Bangladesh, Bangladesh), Md. Adnan Rahman (Uttara University, Bangladesh)and Abu Bakar Abdul Hamid (Infrastructure University Kuala Lumpur, Malaysia)
Copyright: 2026
Pages: 32
Source title:
Managing the Internet of Things (IoT) for Business Transformation and Consumer Adoption
Source Author(s)/Editor(s): Asa Romeo Asa (Namibia University of Science and Technology, Namibia)and Johanna Pangeiko Nautwima (Namibia University of Science and Technology, Namibia)
DOI: 10.4018/979-8-3373-3441-7.ch011
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Abstract
As the Internet of Things (IoT) increasingly permeates everyday life, consumer trust has emerged as the decisive factor in adoption. This chapter explores the psychological and behavioral economic dimensions that shape consumer attitudes toward IoT, emphasizing how perceived risks and cognitive biases hinder engagement. It examines how brands can build trust through ethical transparency, effective positioning, and data-responsible personalization. Drawing on case studies from leading firms across industries, the chapter highlights strategic storytelling, omnichannel coherence, and value-driven marketing as vital tools for fostering long-term brand confidence. By integrating insights from consumer psychology, digital strategy, and real-world practices, the chapter offers a comprehensive framework for navigating the trust economy that defines the future of IoT adoption.
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