<![CDATA[Digital marketing transformation in the platform economy expands data use, personalization, and customer interaction automation while raising concerns about privacy, transparency, and consumer control. Although technology enhances communication relevance and service convenience, these benefits do not automatically generate trust. This article aims to explain how technology-driven marketing practices shape trust in sellers, platforms, and algorithmic systems and to develop a framework integrating marketing ethics as a condition that strengthens or weakens trust. The study adopts a qualitative conceptual approach through an integrative literature review, using critical synthesis to connect scholarship on digital transformation, consumer experiences with artificial intelligence, and platform ethics. The analysis compares constructs, relational mechanisms, and boundary conditions to formulate a model and theoretical propositions. The conceptual synthesis yields a framework distinguishing three objects of trust and mapping two pathways of technology use: a benefit pathway involving information relevance and interaction convenience, and a vulnerability pathway involving privacy concerns and diminished consumer control. The framework integrates appropriate data use, security, transparency, service reliability, and non-deception as dimensions of marketing ethics. Two propositions position technological benefits and the ethical quality of marketing practices as conditional foundations for trust formation. The article contributes an integrative explanation linking technology, ethics, and distinct objects of trust, alongside an approach to marketing evaluation that considers consumer interests. The proposed model remains empirically unvalidated; future research should test its constructs and relationships through surveys, experiments, and comparisons across platforms and cultures.]]>
