FRAUD DALAM AKTIVITAS PEMASARAN DIGITAL: KAJIAN LITERATUR TENTANG PERAN AUDIT DALAM DETEKSI DAN PENCEGAHAN

Abstract

This study aims to map the existing literature on fraud in digital marketing activities and examine the role of audit functions in fraud detection and prevention using a bibliometric literature review supported by VOSviewer. A total of 64 selected documents were analyzed based on publication trends, subject area distribution, and keyword co-occurrence patterns. The visualizations reveal three major clusters, digital technologies, innovation systems, and modern marketing strategies which collectively illustrate how fraud risks emerge within the digital marketing ecosystem. The findings indicate that technologies such as AI, machine learning, and blockchain serve as essential foundations for fraud detection, while internal audit and internal control mechanisms ensure the integrity and reliability of marketing data. This study provides a comprehensive understanding of the relationship between digital marketing fraud and audit practices and offers insights for future research development.