Determinants of Public Trust in Digital Media: A Systematic Literature Review

Abstract

Background: Public trust in digital media has emerged as a critical challenge in the contemporary information landscape, considering its potential implications for democratic participation, civic behavior, and information integrity. Although digital media use has increased significantly worldwide, the key determinants of audience trust in digital platforms have not been sufficiently theorized or empirically investigated, especially in African contexts. Methods: This study presents a systematic literature review guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) standards. A structured search of peer-reviewed databases (African Journals Online, Google Scholar, Web of Science, and Scopus) was performed using predefined search strings. Studies published between 2013 and 2024 were considered, and after applying the inclusion/exclusion criteria, 52 peer-reviewed articles, book chapters, and institutional reports were selected for thematic synthesis. Findings: The review identifies five principal determinants of public trust in digital media: (1) source credibility and institutional transparency, (2) digital literacy and media competence, (3) exposure to misinformation and disinformation, (4) platform design and algorithmic characteristics, and (5) socio-demographic and contextual factors. The synthesis reveals that trust formation is a dynamic, multi-layered process determined by individual competencies, platform characteristics and socio-political settings. Conclusions: Building on the synthesized evidence, this study proposes an integrative Audience Trust in Digital Media (ATDM) conceptual framework that integrates the interaction of the determinants and positions trust as a socially constructed and contextually contingent outcome. The framework provides a basis for future empirical work, especially in Africa and other developing countries.