Navigating cyber threats: Exploring digital marketing and cyber security adoption among SME entrepreneurs

Abstract

The study was driven by the persistently low cybersecurity adoption rates among small and medium-sized enterprises (SMEs), many of which still fail to implement adequate security measures despite the increasing sophistication of cyber threats. The objectives were to evaluate SME entrepreneurs' knowledge, usefulness, and ease of use of cyber security; and discover SME entrepreneurs' exposure to cybersecurity threat incidents while engaging in digital marketing in Malaysia. Using the Technology Acceptance Model (TAM) framework, we analyzed data from 500 organizations, randomly distributed among SME entrepreneurs. The findings reveal significant differences in cybersecurity knowledge, reflecting their greater exposure to cyber threats and the consequent need for robust security measures. The usefulness and ease of use of cybersecurity measures were particularly high among mid-aged organizations, aligning with their need to adapt to modern technologies. In digital marketing, organizations operating for 5–10 and 16–20 years reported the highest knowledge levels, while those over 21 years scored the lowest, indicating a gap in updating marketing strategies. These findings highlight the critical need for proposing a new cyber threat protection model for marketing communications for SMEs to remain competitive in the digital age and enhance their resilience against evolving cyber threats.