Public Perception of Digital Marketing in India: Awareness, Trust, and Ethical Concerns
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Public Perception of Digital Marketing in India: Awareness, Trust, and Ethical Concerns
Author: Mukesh Sahu
Affiliation: Amity Business School, Amity University, Chhattisgarh, India
Email: Sahumukesh.in@gmail.com
Abstract
This study investigates public perception of digital marketing in India, focusing on awareness, trust, and ethical concerns. Based on a mixed-method survey of 125 participants, the research identifies high awareness and daily interaction with digital ads, especially on social media. While consumers appreciate the convenience and personalization, significant concerns persist around data privacy, ad intrusiveness, and ethical transparency. The findings highlight the importance of consumer-centric strategies and ethical practices in enhancing digital marketing effectiveness and trustworthiness.
Keywords: Digital marketing, public perception, trust, privacy, India, social media, consumer behavior
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