A STUDY ON THE IMPACT OF MISLEADING ADVERTISING ON CUSTOMER TRUST IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

In today’s competitive marketing environment, advertising plays a vital role in influencing consumer attitudes and purchase decisions. However, misleading advertising practices such as exaggerated claims, hidden information, and false promises have become increasingly common, leading to erosion of customer trust. This study examines the impact of misleading advertising on customer trust and buying behaviour. The research focuses on consumer perception, credibility of advertisements, and post-purchase satisfaction. Primary data were collected through a structured questionnaire from 70 respondents. The findings reveal that misleading advertisements negatively affect customer trust, brand credibility, and long-term customer relationships. The study concludes that ethical and transparent advertising practices are essential for sustaining customer trust and brand loyalty.

References

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Keywords

Misleading advertising, Customer trust, Consumer perception, Ethical marketing, Brand credibility.