# 59 316-320 View full article

УДК 339.138:004.056

DOI: https://doi.org/10.36887/2415-8453-2026-1-59

Litvinov Dmytro,
Doctor of Philosophy in Management and Administration, Department of Trade Entrepreneurship, Commodity Studies and Business Management,
Odesa National University of Technology,
https://orcid.org/0000 0001-8612-3834
Panasyuk Vyacheslav,
Postgraduate student of the Department of Marketing, Entrepreneurship and Trade,
Odesa National University of Technology, Ukraine,
https://orcid.org/0009-0002-5801-4440
Matuznyi Oleksii,
Postgraduate student of the Department of Marketing, Entrepreneurship and Trade,
Odesa National University of Technology, Ukraine,
https://orcid.org/0009-0002-0924-2690
Ulych Mariana,
Research Fellow at the Livestock Farming Institute of the National Academy of Agrarian Sciences of Ukraine,
https://orcid.org/0009-0006-5905-6529
Biriukov Yaroslav,
Postgraduate student at the Department of Journalism and Advertising,
State University of Trade and Economics,
https://orcid.org/0009-0006-6198-1617

JEL classification: M31; L86; D83

Published: 25.02.2026

The article examines the role of cybersecurity in shaping consumer trust in the digital marketing environment. The relevance of the research topic is confirmed by the growing volumes of collection, processing, and storage of users’ personal data amid the rapid digitalization of the economy and the active use of digital marketing tools, which, in turn, are accompanied by personal data leaks and cyber incidents. In this regard, the study aims to determine the role of cybersecurity in shaping consumer trust in the digital marketing environment and to outline directions for developing a system to protect personal data in marketing processes. To achieve this goal, the article examines the features of the transformation of enterprises’ marketing activities. It is determined that the use of modern digital marketing tools increases the efficiency of communication with customers; however, it also raises the requirements for protecting users’ personal data. A high level of user concern regarding possible personal data breaches during online transactions has been identified. It has been established that cyber incidents influence trust in brands, reduce consumers’ willingness to continue interacting with companies, and may lead to the loss of a significant portion of the customer base. Large-scale cyberattacks on digital platforms have been analyzed, including cases of user account compromise and personal data leaks that have caused significant reputational and economic losses for companies. It is substantiated that ensuring an adequate level of information security directly affects the following marketing indicators: customer loyalty, sales conversion, brand reputation, and enterprise competitiveness. The main directions for increasing consumer trust in digital marketing platforms have been identified, including implementing modern cybersecurity technologies, ensuring transparency in the processing of personal data, certifying digital services, increasing users’ cyber literacy, and integrating information security principles into enterprises’ marketing strategies. The implementation of these measures will help create a secure digital marketing environment, increase consumer trust, and ensure sustainable business development amid the digital transformation of the economy.

Keywords: digitalization, marketing, digital marketing, cybersecurity, consumer trust, e-commerce, information security, internet environment.

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Quote article, APA style

Litvinov D. , Panasyuk V. , Matuznyi O. , Ulych M. , Biriukov Y. Consumer trust and cybersecurity in the digital marketing environment. Ukrainian Journal of Applied Economics and Technology. 2026. №1. 316-320 pp. https://doi.org/10.36887/2415-8453-2026-1-59

Quote article, MLA style

Litvinov D. , Panasyuk V. , Matuznyi O. , Ulych M. , Biriukov Y. Consumer trust and cybersecurity in the digital marketing environment. Ukrainian Journal of Applied Economics and Technology. https://doi.org/10.36887/2415-8453-2026-1-59