Every day the internet has a myriad of offers, comparisons, recommendations, and promotional messages. Exposure, however, does not mean understanding or trust. Affiliate content is consumed by a lot of online users who do not realize the manner in which trust, influence, and decision behavior are formed.

Digital consumer trust awareness deals with getting to know how online proposals are made as well as how impact is achieved and how individuals can interact in a responsible manner with information that is provided by affiliates. Enlightenment is beneficial to clarity, confidence and long-term internet accountability.