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Cyber Resilience in Digital Marketing Within the Framework of Sustainable Management

Author

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  • Bora Gündüzyeli

    (Faculty of Economics, Administrative and Social Sciences, Department of Management Information Systems (MIS), Istanbul Topkapı University, Istanbul 34310, Turkey)

Abstract

The increasing reliance on information and communication technologies (ICTs), particularly the Internet, in digital marketing systems has made them prime targets for cyberattacks. The fact that, without adequate cybersecurity measures, digital marketing systems may face serious cyber threats, such as data breaches, financial fraud, and reputational damage, highlights the importance of enhancing cyber resilience in digital marketing operations to ensure long-term sustainability. This research sought to answer the following pivotal question: “How can cyber resilience enhance sustainability in marketing operations?” To address this issue, a comprehensive literature review was conducted and relevant articles were selected for a narrative review. The findings emphasize the importance of integrating cyber resilience strategies into marketing practices, particularly in terms of protecting data, ensuring operational continuity, and fostering customer trust. This research contributes to the field by exploring the intersection between cyber resilience and sustainable marketing practices, offering insights that provide practical advantages to marketers, businesses, and policymakers.

Suggested Citation

  • Bora Gündüzyeli, 2025. "Cyber Resilience in Digital Marketing Within the Framework of Sustainable Management," Sustainability, MDPI, vol. 17(5), pages 1-15, February.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:5:p:2080-:d:1601752
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    References listed on IDEAS

    as
    1. Francisco Isaí Morales-Sáenz & José Melchor Medina-Quintero & Miguel Reyna-Castillo, 2024. "Beyond Data Protection: Exploring the Convergence between Cybersecurity and Sustainable Development in Business," Sustainability, MDPI, vol. 16(14), pages 1-32, July.
    2. Akyildirim, Erdinc & Conlon, Thomas & Corbet, Shaen & Hou, Yang (Greg), 2024. "HACKED: Understanding the stock market response to cyberattacks," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 97(C).
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