Page 1 of 9
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 03
March 2019
Available online: https://ejbss.org/ P a g e | 533
Online Marketing and Consumer protection-A General Study
Mrs. JasmeenJodhka
Assistant Professorof Commerce
KVA DAV College for Women
Karnal
Abstract:
Internet has brought a magical change in today's life. It is very difficult to imagine
the modern world without internet. Almost every aspect of life is influenced with
the use of internet and Marketing is also not an exception of it. Nowadays people
spend a lot of time on social media and internet surfing. Considering the
behaviour of modern consumers companies find this platform quite suitable for
selling their products, brands and services. The tools and techniques used for
online marketing includes social media like Facebook, Whats app, E- Mail, E -
Commerce sites etc. The main objective of online marketing is to reach the
potential customers through the channels where they spend time reading,
searching, shopping and socializing online. A smart online marketing not only
attracts and engage people but converts virtual visitors into customer. As
consumers are more prompt to the use of internet, online marketing is worldwide
getting popular day by day.In this era of online marketing when the number of E
Consumers are increasing day by day, a strong consumer security act is the need
of the hour.
Keywords :E- Commerce, Modern consumer, social media
Page 2 of 9
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 03
March 2019
Available online: https://ejbss.org/ P a g e | 534
Introduction :
As India is becoming globalized and the Govt. of India making their best efforts in
enhancing India's capabilit6 in global market. Since the announcement of new
economic policy 1991 India is one of the developing countries. The E commerce
brings very hard competition, inventions of new market, fast transactions, better
growth and innovation of technology. Today we can see online marketing
everywhere. Nowadays everyone prefer online buying and selling because old
systems of buying and selling aretoo much time consuming. Online marketing just
requires one or two clicks to ship the product of your choice at your destination.
E- Commerce :
Many companies are using E-COMMERCE to reach out customer worldwide and
increase their sales. E-COMMERCE is an activity of buying and selling of products
on online services over the internet business to business buying and
selling.Gathering and using demographic data through web contacts and social
media. E-COMMERCE also known as electronic commerce or internet commerce,
refers to buying and selling id goods or services using the internet and the
transfer of money and data to execute these transactions.
E-consumer :
In general the rights of a consumer as provided
by the domestic legislations like Sec. 6 of Consumer
Protection Act, 1986 in India, are also available to
electronic consumer because no special stipulation has
been framed in most of the Consumer laws regarding
applicability or non-applicability of electronic
transactions. But due to difference in the nature and
place of business or medium of business few unique
Page 3 of 9
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 03
March 2019
Available online: https://ejbss.org/ P a g e | 535
practical problems like place of business, jurisdictional
issues, non-availability of common dispute resolution
system, as there is every possibility of cross border
transaction in electronic system (e-shopping), i.e. the
buyer of one nation purchase from seller of another
nation or vice-versa etc., are indispensable in case of
electronic transactions or e-commerce, which certainly
requires special measures that are not provided in the
existing consumer legislations. The right of consumers
and e-consumers though equal in theory but different in
operation or enjoyment. Thus, in case of act of buying
and selling of products or services on the virtual
electronic world the buyer is known as e-buyer, seller is
known as e-seller, retailer is known as e-retailer,
consumer is known as e-consumer and the transaction
is known as e-transaction. Due to ease in transaction the
number of e-consumer is growing at high rate and within
a very short period it will defeat physical consumer.
Considering these aspects strong protective
mechanisms are required to be set up and stringent
measures in form of laws needed to be framed
otherwise it will not only affect the e-consumers but
