Abstract

The growth of e-commerce has had a significant impact on how individuals shop and research their purchases. By just considering digital as another media channel, marketing overlooks the shift in consumer power and the need to interact rather than advertise. Marketing has not kept up with this paradigm shift. Popular stories have an impact on both individual and social conduct, and narratives are a part of our daily lives. We show how the narratives that are influencing our environment may be tracked using big data and AI. By addressing what consumers believe to be significant, engaging with these narratives can enhance marketing decision-making and produce better results for growing and maintaining brand equity in our modern, digital environment. The expanding impact of e-commerce is examined, offering insight into elements affecting patron trust and fidelity in the Indian context. The importance of consumer courts in influencing consumer law is highlighted in the research paper. The research explores the intricacies of online buying preferences among various age groups and how they relate to security and safety worries. It is acknowledged that there are problems, such as a dearth of thorough literature on the evaluation of the effects of regulatory frameworks on e-commerce. Overall, the abstract provides insights into the new trends in the Indian consumer scene while capturing the evolving legal and practical features of consumer protection and consumerism. The researcher has also highlighted how consumer rights and technical advancements interact. The study examines the role of technology and social media on consumer protection. The abstract offers insightful information on how consumer protection dynamics are changing in a world that is becoming increasingly digital and consumer friendly. With the help of new technology, consumers may learn more about items, read reviews, and interact with others to generate well-informed opinions. Social media gives people more power because it offers options for interaction and personal access that are different from conventional top-down strategies. Consumers can voice their ideas and participate in discussions on digital platforms, which increases their power to influence products and services. Consumers can voice their ideas and participate in discussions on digital platforms, which increases their power to influence products and services.

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