Research on the Role of Network Security in Precision Marketing and Its Impact on Enterprise Performance

Abstract

This study examines the role of cybersecurity in precision marketing and its impact on business performance.The study found that cybersecurity capabilities significantly improve the effectiveness of precision marketing, and further promote the growth of enterprise performance by optimizing marketing activities.Specifically, cybersecurity can increase consumer trust in the enterprise, thus enhancing the effectiveness of precision marketing.The effect of precision marketing plays an intermediary role between network security and enterprise performance.The study also finds that the relationship between network security and marketing effectiveness varies among industries and enterprise sizes, and enterprises with larger enterprise sizes and industries with higher data dependence are more likely to benefit from network security investments.This paper provides theoretical support and practical suggestions for enterprises to develop network security and marketing strategies.