The Role of Consumer Protection Associations in Raising Awareness to Confront the Dangers of E-Marketing

Abstract

 This study aimed to uncover the role of consumer protection associations in disseminating consumer culture, particularly with the emergence of e-marketing methods for advertising products, goods, and commercial services. This necessitates raising consumer awareness among members of the local community, protecting them, and defending their psychological and material rights. The descriptive approach was adopted to reveal the mechanisms of these associations in consumer protection, using an electronic questionnaire and interviews as research tools. A purposive sample of 11 members of the association's office in Jijel Province was selected. The field study confirmed the partial hypotheses of the study, thus confirming the general hypothesis: "Consumer protection associations contribute to defending consumer rights and raising awareness to confront the dangers of e-marketing in the local community of Jijel Province." The study concluded that the consumer protection association needs more support and the necessary resources to fully perform its role by activating cooperation with general and specialized media outlets in the field of consumer protection, and by promoting awareness against the dangers of e-marketing through various programs and events.