Digital Brand Visibility, Informational Credibility, Consumer Attachment and Conversion Intention: Multilayer Theoretical Analysis

Abstract

In increasingly competitive digital marketing environments, brand visibility alone is insufficient to guarantee consumer conversion, as cognitive and emotional mechanisms also shape behavioral outcomes. This study examines the sequential relationships among digital brand visibility, informational credibility, affective consumer attachment, and conversion intention. A quantitative, cross-sectional design was employed using purposive sampling of 100 digital consumers who had interacted with brands online and performed at least one conversion-related action within the past six months. Data were collected using structured questionnaires adapted from validated scales and analyzed in SPSS, including descriptive statistics, Pearson correlations, multiple regression, and mediation analyses via the PROCESS macro. The findings reveal positive and statistically significant relationships among all constructs. Digital brand visibility significantly predicts informational credibility, which in turn enhances affective consumer attachment, ultimately driving conversion intention. Mediation analysis confirms that credibility and affective attachment partially mediate the relationship between visibility and conversion intention, supporting a cascading mechanism. The model demonstrates strong explanatory power, indicating that integrating visibility, credibility, and emotional attachment substantially influences conversion outcomes. The study concludes that effective digital marketing strategies require a holistic approach in which visibility is reinforced by credible content and emotionally resonant engagement. By validating a multilayer theoretical framework, this research contributes to digital marketing literature and provides practical guidance for designing integrated strategies that foster trust, attachment, and consumer action in dynamic digital marketplaces.