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<p>In the dynamic marketplace of online retailing, it is essential for marketers to employ effective and efficient marketing communications to attract new customers and retain the existing customers. However, online retailers sometimes choose deceptive marketing communications which adversely affect the profitability of the retailers as well as customer loyalty. The purpose of this study is to explore the phenomena of deceptive communication in online retailing context. The study employed qualitative approach and collected primary data from young consumers aged between 18 and 34 through in-depth interviews and focus group discussions. The findings of the study resulted in development of a two-dimensional typology of deceptive communication types and focal domains. A process model of the aftereffects of deceptive marketing communication and a “Deceptive Communication Framework” are also proposed, explaining how customer post purchase behaviour emerges from deceptive communication. The study provides propositions for future research and suggests policy guidelines for safeguarding the interests of the consumer.</p>

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Exploring deceptive communication in online retailing: developing deceptive communication typology and conceptual framework to understand post-purchase reactions among young consumers

  • 期刊论文

  • 发表日期：

    2026年6月22日

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  • Lipsa Das,
  • Sambashiva Rao Kunja,
  • Mayank Yadav

摘要

In the dynamic marketplace of online retailing, it is essential for marketers to employ effective and efficient marketing communications to attract new customers and retain the existing customers. However, online retailers sometimes choose deceptive marketing communications which adversely affect the profitability of the retailers as well as customer loyalty. The purpose of this study is to explore the phenomena of deceptive communication in online retailing context. The study employed qualitative approach and collected primary data from young consumers aged between 18 and 34 through in-depth interviews and focus group discussions. The findings of the study resulted in development of a two-dimensional typology of deceptive communication types and focal domains. A process model of the aftereffects of deceptive marketing communication and a “Deceptive Communication Framework” are also proposed, explaining how customer post purchase behaviour emerges from deceptive communication. The study provides propositions for future research and suggests policy guidelines for safeguarding the interests of the consumer.