Informal Guardianship, Data Privacy Risks, and Consumer Fraud Victimization in Social Media Marketplaces (WhatsApp and Instagram) in Southern Nigeria

The rapid expansion of social media e-commerce has transformed commercial transactions in Nigeria, yet it has simultaneously exposed consumers to unprecedented risks of digital fraud and privacy violations. This study investigates the nexus between informal guardianship, data privacy risks, and consumer fraud victimization within social media marketplaces, specifically focusing on WhatsApp and Instagram in Southern Nigeria. Grounded in Routine Activity Theory, the research employs a quantitative cross-sectional survey design utilizing structured questionnaires administered via Google Forms to active online consumers. The study examines how platform-based informal control mechanisms (such as group admin oversight and user reviews) and consumer data-sharing habits influence vulnerability to fraudulent schemes. Data were collected from 50 online shoppers across Southern Nigeria using Google Forms and analyzed using simple frequency counts and percentages. Findings show that 52.0% of the respondents have been scammed or ghosted by online vendors, mainly after making direct bank transfers before delivery (78.8%). Also, 74.0% of shoppers routinely share their personal phone numbers and 52.0% share their full home addresses in chats, leading to 46.0% experiencing spam calls, harassment, or fake loan messages after transaction disputes. Although 70.0% of buyers warn others about scammers in comments, 60.0% reported that WhatsApp group admins do not verify sellers' ID cards or shop addresses. The study recommends that banks and social media platforms introduce simple escrow payment options and that group admins verify sellers before allowing them to post goods.