Main Article Content
Abstract
In this era of digital marketing, communication and information technology have changed the scenario of the way marketers approach consumers. It is preferred because it is least in cost as compared to offline approach and is most effective. It is widely adopted by online virtual mega stores. But, there are many instances of fraudulent practices on the part of online stores. This is resulting in the negative attitude formation of consumers towards online shopping. But, news and instances of cheating, fraud and Misuses of bank account information are putting hurdles in progress of digital marketing at the infant stage itself Not only this, many marketers are following unethical ways to approach the consumer. We all are aware, it is easy to wear the mask of any other online user by fiddling with the IP address and even spoof the email ids. Unethical or misusage of digital marketing for fraud against the common consumer has raised the guards and thus made the task of marketers difficult. Only awareness of consumers can help them distinction between the good and the bad. This paper is an attempt to bring conceptual clarity about functioning of mail servers; giving us the ability to judge the difference in genuine and fake emails; drawing the framework of ethics in digital marketing and finally, to suggest technical safety measures to be adopted by consumers.