STUDY OF CONSUMER PERCEPTIONS OF CYBERSECURITY AND MARKETING STRATEGIES IN THE SERVICES MARKET

Abstract

In today's digital transformation of the services market, the issue of cybersecurity is gaining particular importance for consumers. The growth in the number of digital services and the volume of personal data processed online highlights the need to build user trust in the security of these solutions. Low transparency of information protection policies and lack of understanding of digital security mechanisms by customers reduce the effectiveness of marketing interaction and slow down the adoption of digital innovations. The problem lies in the limited integration of cybersecurity aspects into the marketing strategies of companies operating in the digital environment. The lack of adapted communication approaches that take into account consumers' awareness and expectations regarding the protection of personal data creates a gap between the service offering and the level of customer trust. The purpose of the study is to study how consumers perceive cybersecurity issues in the context of receiving services, as well as to develop marketing strategies that take into account these expectations to increase the effectiveness of communication and customer loyalty. The object of the study is the behavioral models of consumers of digital services, and the subject is the relationship between the level of cybersecurity of the service and consumer choice, as well as the effective translation of security characteristics in marketing. The study used secondary data analysis: a review of scientific publications, reports of international agencies and cases of leading service companies. A comparative analysis of cybersecurity communication strategies was conducted and approaches to building trust in the digital environment were studied. Particular attention was paid to brand transparency regarding the processing of personal data. The study identified typical models of perception of digital security, developed a concept for integrating security messages into brand communication, and formulated practical recommendations for transparent interaction with customers. Considerable attention was paid to the differentiation of marketing approaches depending on the level of digital literacy. The results confirm that trust in cybersecurity has a positive effect on consumer loyalty and repeated use of services. Companies are advised to incorporate security messages into their marketing strategy, demonstrate data protection measures, and invest in staff training. This will strengthen the brand and increase competitiveness in the services market.