Empreendedorismo digital e a construção da confiança: um estudo sobre pequenas e médias empresas

Abstract

This paper analyzes the building of trust in digital entrepreneurship by small and medium sized enterprises (SMEs), highlighting its importance as a critical factor for success in online transactions. The study is based on the recognition that trust, mediated by technology, is essential in an environment marked by risks such as fraud and anonymity (Giddens, 1990; Sztompka, 1999). The research problematizes how SMEs can establish and maintain consumer trust in the digital context, proposing that well-implemented practices — such as transparency, security, and reputation management — increase credibility and positively impact business performance (Kotler, 2018). The work adopts a qualitative and bibliographic approach, reviewing theories of authors such as Castells (2009) and Kotler (2018). The work adopts a qualitative and bibliographic approach, analyzing cases of successful SMEs and reviewing theories of authors such as Castells (2009) and Kotler (2018). The results indicate that strategies such as security certifications, clear exchange policies, personalized service and the use of social networks are decisive to generate trust. Also noteworthy are the role of customer reviews (93% of consumers consult them before buying) and omnichannel integration to create coherent experiences (Lemon & Verhoef, 2020). In addition to contributing to the academic literature, the study offers practical guidelines, such as a theoretical-practical model for SMEs, emphasizing continuous adaptation to the demands of the digital market. It is concluded that trust is a strategic asset, capable of promoting economic inclusion and sustainability for small businesses.