Keywords
Brand trust
Consumer attribution
Skincare industry
Attribution theory
Consumer awareness
How to Cite
Abstract
Purpose: This study examines how consumer awareness of digital advertising fraud in the skincare industry influences brand trust, trust in digital platforms, and consumer attribution processes. Grounded in Attribution Theory, the research explores whether awareness of fraudulent advertising practices weakens or, alternatively, strengthens trust when brands and platforms demonstrate transparency and accountability.
Design/Methodology/Approach: A quantitative, cross-sectional research design was employed. Data were collected through a structured questionnaire administered to regular online skincare consumers in North India. Using convenience and snowball sampling techniques, 250 valid responses were retained for analysis. The constructs analyzed included advertising fraud awareness, brand trust, trust in digital platforms, and consumer attribution. Data analysis involved descriptive statistics, reliability testing using Cronbach’s alpha, Pearson correlation analysis, linear regression, and mediation testing.
Findings: The results indicate that consumer awareness of skincare advertising fraud has a positive and statistically significant effect on brand trust, trust in digital platforms, and attribution tendencies. Furthermore, brand trust was found to partially mediate the relationship between fraud awareness and consumer attribution. These findings suggest that informed consumers are capable of distinguishing between deceptive and ethical market actors, thereby reinforcing trust when transparency and responsible advertising practices are present.
Originality/Value: This study contributes to the literature by extending Attribution Theory to the context of digital advertising fraud in an emerging market. It offers empirical evidence that consumer awareness does not necessarily erode trust, but may function as a credibility filter that rewards ethical brands and platforms. The findings provide valuable managerial and regulatory implications for improving trust and accountability in digital marketing.
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