“Similar to Legal Companies”: Vendor Brands and Other Aspects of Marketing Communication in the Darknet Drug Trade

Abstract

ABSTRACT The darknet or illicit online drug trade has expanded significantly in recent years. Vendors’ marketing communication strategies remain underexplored, however, as researchers focus on well-identified methods such as product quality, delivery times, or stealth shipping techniques. This study aims to show the multifaceted nature of sellers’ marketing practices on the dark web, including nonstandard approaches such as discounts, free samples, sales, contests, and lotteries. The article presents a case study of Cebulka, the largest Polish-language darknet market, using qualitative content analysis, natural language processing, descriptive statistics, and in-depth interviews. On Cebulka, vendors build relationships with buyers and maintain their trust through “marketing as promise management,” which includes feedback and review systems. The multi-method research approach reveals the nuanced nature of marketing on darknet platforms, drawing parallels and distinctions with traditional drug marketing. Additionally, this study contributes to understanding the darknet drug trade within the context of local markets, another underexplored topic.