Cyber Resilience in Digital Marketing Within the Framework of Sustainable Management

Bora Gündüzyeli ()
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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

Sustainability, 2025, vol. 17, issue 5, 1-15

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.

Keywords: cyber resilience; digital marketing; sustainability; cybersecurity; marketing operations (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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