International Journal of Human Capital in Urban Management
Quarterly Publication

The asymmetrical path to trust: Re-evaluating Marketing 4.0 effectiveness in a collectivist digital economy

Articles in Press

Document Type : ORIGINAL RESEARCH ARTICLE

Authors

C. Oliver
R. B. Rosli

School of Business & Management, Lincoln University College, Petaling Jaya, Selangor, Malaysia

Abstract
BACKGROUND AND OBJECTIVES: In the rapidly developing urban digital economy of Sabah, Malaysia, the millennial workforce represents a critical segment of human capital. However, existing Marketing 4.0 models fail to explain how these demographics build trust in digital infrastructure, often leading to ineffective engagement strategies. This study aims to resolve the "Dash et al. Paradox" by proposing a culturally contingent "Asymmetrical Path" model of trust formation, specifically tailored for managing human capital behaviour in collectivist, financially sensitive urban environments.
METHODS: The study employed a quantitative research design, surveying 253 millennial consumers in the urban and peri-urban administrative centres of Sabah’s West Coast Division. The theoretical framework integrates Uses and Gratifications Theory and the Theory of Planned Behaviour to analyze trust mechanics. Data were analyzed using Partial Least Squares Structural Equation Modelling to test the asymmetrical influence of individualistic versus communal branding strategies.
FINDINGS: The results revealed a distinct bifurcation in trust formation. The "Individual Path" (Brand Image and Identity) was statistically non-significant, challenging Western branding dogmas. Conversely, the "Communal Path" (Brand Integrity and Brand Interaction) emerged as the dominant driver of trust. This confirms that for this segment of human capital, trust is not a derivative of visual appeal but a product of ethical consistency and communal validation.
CONCLUSION: The study concludes that managing digital engagement in developing urban economies requires a shift from aesthetic signaling to "Ethical Kinship." These findings provide critical implications for urban management and policymakers aiming to foster a resilient digital ecosystem that aligns with the collectivist values of the local human capital.

Graphical Abstract

The asymmetrical path to trust: Re-evaluating Marketing 4.0 effectiveness in a collectivist digital economy

Keywords

Marketing 4.0
Brand trust
Collectivism
Human capital behaviour
Digital economy
Brand integrity
Brand interaction.
Subjects

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International Journal of Human Capital in Urban Management

Articles in Press, Accepted Manuscript
Available Online from 04 September 2026

  • Receive Date 12 January 2026
  • Revise Date 26 May 2026
  • Accept Date 02 September 2026

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