An Empirical Investigation of the Influence of Social MediaMarketingon Fraudulent Business Practices Targeting Young Consumers in Chennai City

Abstract

Social media has emerged as one of the most influential marketing platforms, particularly among youngconsumerswhoactively engage with digital content. However, this growing popularity has also created opportunities for fraudulent businesspracticesthat exploit the trust, impulsiveness, and digital behaviour of young users. This study, An Empirical Investigation of theInfluenceofSocial Media Marketing on Fraudulent Business Practices Targeting Young Consumers in Chennai City, examines howvariouselementsof social media marketing—including sponsored advertisements, influencer promotions, online reviews, and platformalgorithms—contribute to the rise of deceptive business activities. Using a structured questionnaire and data collected from228 respondents, thestudyanalyses differences in exposure and awareness based on demographic factors such as education level. Results indicatesignificantvariations in awareness of social media fraud and exposure to misleading content across groups. The findings highlight theneedforstronger consumer education, platform-level verification, and regulatory measures to protect young consumers fromdigital fraud.