Authors: Assistant Professor Ms.R.Nandhini, Ms.Priyanka
Abstract: In the modern digital era, digital marketing has become a vital tool for businesses to reach and engage customers effectively. However, with the increasing dependence on digital platforms, cybersecurity challenges have also emerged as a major concern for online con-sumers. This study focuses on identifying and analysing cybersecurity issues faced by con-sumers in Coimbatore district while engaging in digital marketing activities such as online shopping, social media interactions, and digital transactions. The research highlights key concerns such as data breaches, phishing attacks, identity theft, and lack of awareness re-garding online safety. The study also examines the level of consumer trust in digital plat-forms and their perception of security measures adopted by businesses. The findings reveal that while digital marketing offers convenience and accessibility, cybersecurity threats sig-nificantly affect consumer confidence. The study suggests strategies to enhance cybersecu-rity awareness and strengthen protective mechanisms to ensure safer digital experiences.
