Innovative Marketing & Social Commerce: Addressing Fraud Risks in Consumer Behavior

Abstract

This study examines the various innovative marketing strategies employed on social networking platforms and their connection to financial frauds and criminal activities. A comprehensive analysis of existing research papers has been conducted to explore these relationships. The main goal of this review is to consolidate findings from multiple studies, offering cumulative insights that can serve as a valuable resource for future research. The primary aim of the survey conducted during this study was to assess public awareness regarding crimes occurring on social networking sites. The findings provide significant insights into understanding consumer purchase intentions and highlight ways to foster the growth of social commerce. This paper aims to offer a thorough overview of how marketing strategies in the realm of social media influence both consumer behavior and the prevalence of financial fraud, while providing a foundation for further investigations into preventive measures.