Cybercrime and Digital Awareness: Media Influence and Public Behavior in India Through Structural Equation Modeling

Abstract

The rapid expansion of digital technologies in India has 
significantly increased citizens’ exposure to cybercrimes, 
making digital awareness a critical concern. While technical 
safeguards continue to evolve, human behavior and 
perception remain central to effective cybersecurity. This 
study examines the role of media in shaping public 
awareness, risk perception, and protective behavior related 
to cybercrime in the Indian context. Using a structured 
questionnaire and applying Structural Equation Modeling 
(SEM), the research analyzes the relationships among media 
exposure, perceived cyber risk, self-efficacy, digital 
awareness, and cybersecurity practices. The findings reveal 
that media plays a significant role in enhancing cybercrime 
awareness and indirectly influences safe online behavior 
through perceived risk and self-efficacy. The results 
highlight that increased awareness alone is insufficient 
unless accompanied by confidence in one’s ability to 
respond to cyber threats. This study contributes to existing 
literature by integrating media influence and behavioral 
factors into a unified empirical model. The outcomes provide 
valuable insights for policymakers, educators, and 
cybersecurity professionals to design more effective 
awareness campaigns and public education programs aimed 
at strengthening digital resilience and promoting safer online 
behavior among citizens in India.