The major transition from conventional marketing platforms to digital marketing platforms has created many fears for customers as they can only interact with the organisation and its products on a global sphere. The ability of the consumer to tangibly assess the quality of the products before completing a sale has been compromised leading to many consumers wishing firms to revert back to brick and mortar shops as they have been exposed to digital cyber-crimes that they can neither blame to the organisation nor themselves. The study was conducted to determine consumer digital marketing fears and how consumerseradicate those fears when conducting online transaction in the purchase of electronic gadgets. To narrow down the research scope, three digital marketing media dimensions were selected for research which encompassed social media marketing, website marketing and visual marketing (YouTube). The study adopted a pragmatic approach were quantitative and qualitative data was collected.Research was conducted in Zimbabwe using a samples size of two hundred (200)consumers. questionnaires were administered physically and through the use of online platforms which created less delimitation of the study as most of the entire countrys was given an equal chance of being selected. SPSS was used as a data analytic tool. The driving motive for consumer influx to online marketing platforms is the need to satisfy their changing needs and wants which later exposes them to digital cyber crimes. The findings of the research will help in giving firms the major fears consumers face online and help firms design strategies to alleviate those fears to ensure sustainable online transactions.

digital marketing

consumer scepticism

viral marketing

digital marketing fears

online transactions

cyber crimes

cyber security