Proposing a new CTPMC Model of Cyber Threat Protection for Marketing Communications during Digital Business Migration

Abstract

The relentless march of digitization in today’s world has heightened cybersecurity risks, especially within the framework of digital business migration. The sophistication of cyber-attacks further complicates this landscape. In response to these pressing concerns, this present study aims to achieve three main objectives: (1) To discover the knowledge and attitudes of small and medium-sized enterprise (SME) entrepreneurs towards cybersecurity and digital marketing communications; (2) To illuminate the firsthand experiences of SME entrepreneurs in grappling with cybersecurity threats within the realm of digital marketing communications; and (3) develop a new strategic cybersecurity threat protection model in digital marketing communications. A survey was conducted with 501 entrepreneurs, leading to the CTPMC model’s development, tailored to defend against cyber threats during digital business migration. This model enriches the discourse on cybersecurity and digital marketing by integrating elements from the National Institute of Standards and Technology (NIST) framework.