An Empirical Study of Impact of Digital Marketing Frauds on Customers’ Online Buying Behaviour in Madhya Pradesh

Abstract

The advent of internet brought the new media and mode of communication which totally changed the communication and interaction pattern of human beings. This digital transformation also changed the process of marketing and now marketing became digital and AI Marketing. There were different types of fraud associated with traditional marketing and consumers were always susceptible for any transactions and to protect customers from such malpractices different laws were enacted by government. Now customers are facing new and varied type of fraud in the name of digital marketing around the whole world. Customers of Madhya Pradesh are also facing such problems and are susceptible and cautious in doing online transactions. Government of India has enacted various cyber laws to protect consumers from such types of fraud but consumers are not still feeling safe due to innovation of new types of fraud. The digital marketing made much easier for both customers and sellers on their part of purchasing and selling goods and services from their current position without visiting the physical market. Now the seller and customers are not able to see each other in marketing process and dependent on digital network. This brought new types of marketing fraud and consumers are losing their money. Total 150 customers are contacted out of which 140 responses are useful. Data analysis was done using Reliability Test, Frequency table and T-Test was used.