Cybersecurity as the catcher in the rye: Guiding marketing research through a comparative systematic literature review and bibliometric analyses
DOI:
https://doi.org/10.57883/thij27(1)2026.43601Palavras-chave:
Cybersecurity, blockchain, biometrics, tourism marketingResumo
This paper presents the first comprehensive review of the literature on cybersecurity within the disciplines of marketing and tourism marketing, offering a comparative analysis of how cybersecurity is conceptualised, discussed, and researched across these fields. Using two systematic literature reviews and bibliometric analyses, the study evaluates the current state of cybersecurity research, identifying key themes, gaps, and emerging trends. The findings reveal a significant lack of awareness regarding the implications of cybersecurity in marketing and tourism contexts. Results show fragmented approaches, limited conceptual clarity, and a scarce integration of cybersecurity issues in marketing theory and practice. Moreover, the analysis underscores the growing interdisciplinary relevance of cybersecurity, linking it to managerial competencies, data-driven decision-making, and consumer trust. The study highlights how cybersecurity has become not only a technological necessity but also a strategic marketing concern affecting brand reputation, customer experience, and digital communication. By bridging marketing and tourism marketing perspectives, this research contributes to both academic and professional fields, fostering a deeper understanding of how cybersecurity intersects with digital transformation, consumer protection, and ethical responsibility. Finally, it proposes future research avenues, including the examination of the psychological effects of cybersecurity on consumer behaviour and the development of personalised cybersecurity services supported by the Internet of Behaviour. Through this comprehensive analysis, the study establishes cybersecurity as an essential frontier for advancing marketing research and practice in an increasingly digital and vulnerable environment.
Referências
Albahari, A., Barge-Gil, A., Pérez-Canto, S., & Landoni, P. (2022). The effect of science and technology parks on tenant firms: A literature review. The Journal of Technology Transfer, 48(4), 1489–1531. https://doi.org/10.1007/s10961-022-09949-7
Alhashmi, S. M., Hashem, I. A. T., & Al-Qudah, I. (2024). Artificial intelligence applications in healthcare: A bibliometric and topic model-based analysis. Intelligent Systems with Applications, 21, 200299. https://doi.org/10.1016/j.iswa.2023.200299
Alqudhaibi, A., Krishna, A., Jagtap, S., Williams, N., Afy-Shararah, M., & Salonitis, K. (2024). Cybersecurity 4.0: Safeguarding trust and production in the digital food industry era. Discover Food, 4(1). https://doi.org/10.1007/s44187-023-00071-7
Balasubramanian, S., Sethi, J. S., Ajayan, S., & Paris, C. M. (2022). An enabling framework for blockchain in tourism. Information Technology & Tourism, 24(2), 165–179. https://doi.org/10.1007/s40558-022-00229-6
Beloskar, V. D., Haldar, A., & Gupta, A. (2024). Gender equality and women’s empowerment: A bibliometric review of the literature on SDG 5 through the management lens. Journal of Business Research, 172, 114442. https://doi.org/10.1016/j.jbusres.2023.114442
Bengoa, A., Maseda, A., Iturralde, T., & Aparicio, G. (2020). A bibliometric review of the technology transfer literature. The Journal of Technology Transfer, 46(5), 1514–1550. https://doi.org/10.1007/s10961-019-09774-5
Cano-Marin, E., Mora-Cantallops, M., & Sánchez-Alonso, S. (2023). Twitter as a predictive system: A systematic literature review. Journal of Business Research, 157, 113561. https://doi.org/10.1016/j.jbusres.2022.113561
Chaudhuri, R., Apoorva, A., Vrontis, D., Siachou, E., & Trichina, E. (2023). How customer incivility affects service-sector employees: A systematic literature review and a bibliometric analysis. Journal of Business Research, 164, 114011. https://doi.org/10.1016/j.jbusres.2023.114011
Deepa, R., Sekar, S., Malik, A., Kumar, J., & Attri, R. (2024). Impact of AI-focused technologies on social and technical competencies for HR managers: A systematic review and research agenda. Technological Forecasting and Social Change, 202, 123301. https://doi.org/10.1016/j.techfore.2024.123301
Del Gesso, C., Lodhi, R. N., Asif, M., & Cobanoglu, C. (2024). A bibliometric analysis of intellectual capital research in the hospitality and tourism business setting. International Journal of Hospitality Management, 119, 103713. https://doi.org/10.1016/j.ijhm.2024.103713
Douha, N. Y. R., Renaud, K., Taenaka, Y., & Kadobayashi, Y. (2023). Smart home cybersecurity awareness and behavioural incentives. Information & Computer Security, 31(5), 545–575. https://doi.org/10.1108/ics-03-2023-0032
Frik, A., & Gaudeul, A. (2020). A measure of the implicit value of privacy under risk. Journal of Consumer Marketing, 37(4), 457–472. https://doi.org/10.1108/jcm-06-2019-3286
Garg, P., Gupta, B., Chauhan, A. K., Sivarajah, U., Gupta, S., & Modgil, S. (2021). Measuring the perceived benefits of implementing blockchain technology in the banking sector. Technological Forecasting and Social Change, 163, 120407. https://doi.org/10.1016/j.techfore.2020.120407
Gong, K. (2023). Twenty years of Chinese social sciences towards internationalization (1998–2017): A knowledge sources perspective. Scientometrics, 128(12), 6373–6402. https://doi.org/10.1007/s11192-023-04859-3
Haba, H. F., Bredillet, C., & Dastane, O. (2023). Green consumer research: Trends and way forward based on bibliometric analysis. Cleaner and Responsible Consumption, 8, 100089. https://doi.org/10.1016/j.clrc.2022.100089
Ioannou, A., Tussyadiah, I., & Miller, G. (2020). That’s private! Understanding travelers’ privacy concerns and online data disclosure. Journal of Travel Research, 60(7), 1510–1526. https://doi.org/10.1177/0047287520951642
Javaid, M., Haleem, A., Singh, R. P., Khan, S., & Suman, R. (2022). An extensive study on internet of behaviour (IoB)-enabled healthcare systems: Features, facilitators, and challenges. BenchCouncil Transactions on Benchmarks, Standards and Evaluations, 2(4), 100085. https://doi.org/10.1016/j.tbench.2023.100085
Javaid, M., Haleem, A., Singh, R. P., Rab, S., & Suman, R. (2021). Internet of behaviours (IoB) and its role in customer services. Sensors International, 2, 100122. https://doi.org/10.1016/j.sintl.2021.100122
Kaur, V. (2024). Neurostrategy: A scientometric analysis of marriage between neuroscience and strategic management. Journal of Business Research, 170, 114342. https://doi.org/10.1016/j.jbusres.2023.114342
Khan, S. K., Shiwakoti, N., Stasinopoulos, P., & Warren, M. (2023). Modelling cybersecurity regulations for automated vehicles. Accident Analysis & Prevention, 186, 107054. https://doi.org/10.1016/j.aap.2023.107054
Liu, Y., & Avello, M. (2021). Status of the research in fitness apps: A bibliometric analysis. Telematics and Informatics, 57, 101506. https://doi.org/10.1016/j.tele.2020.101506
Makaya, C., Blanco, C., & Barrédy, C. (2023). Towards an ecological approach for interaction management in entrepreneurship courses. Journal of Business Research, 160, 113749. https://doi.org/10.1016/j.jbusres.2023.113749
Merritt, S. M., Heimbaugh, H., LaChapell, J., & Lee, D. (2012). I trust it, but I don’t know why. Human Factors, 55(3), 520–534. https://doi.org/10.1177/0018720812465081
Moreno-Lobato, A., Di-Clemente, E., Hernández-Mogollón, J. M., & Campón-Cerro, A. M. (2023). How emotions sound: A literature review of music as an emotional tool in tourism marketing. Tourism Management Perspectives, 48, 101154. https://doi.org/10.1016/j.tmp.2023.101154
Novitzky, P., Janssen, J., & Kokkeler, B. (2023). A systematic review of ethical challenges and opportunities of addressing domestic violence with AI technologies and online tools. Heliyon, 9(6), e17140. https://doi.org/10.1016/j.heliyon.2023.e17140
Oludapo, S., Carroll, N., & Helfert, M. (2024). Why do so many digital transformations fail? A bibliometric analysis and future research agenda. Journal of Business Research, 174, 114528. https://doi.org/10.1016/j.jbusres.2024.114528
Price, D. J. de Solla. (1963). Little science, big science. Columbia University Press.
Price, D. J. de Solla. (1970). Citation measures of hard science, soft science, technology, and nonscience. In C. E. Nelson & D. K. Pollock (Eds.), Communication among scientists and engineers (pp. 3–22). Heath Lexington Books.
Schlatt, V., Guggenberger, T., Schmid, J., & Urbach, N. (2023). Attacking the trust machine: Developing an information systems research agenda for blockchain cybersecurity. International Journal of Information Management, 68, 102470. https://doi.org/10.1016/j.ijinfomgt.2022.102470
Srivastava, G., & Bag, S. (2023). Modern-day marketing concepts based on face recognition and neuromarketing: A review and future research directions. Benchmarking: An International Journal, 31(2), 410–438. https://doi.org/10.1108/bij-09-2022-0588
Sule, M. J., Zennaro, M., & Thomas, G. (2021). Cybersecurity through the lens of digital identity and data protection: Issues and trends. Technology in Society, 67, 101734. https://doi.org/10.1016/j.techsoc.2021.101734
Tirandazi, P., Bamakan, S. M. H., & Toghroljerdi, A. (2022). A review of studies on internet of everything as an enabler of neuromarketing methods and techniques. The Journal of Supercomputing. https://doi.org/10.1007/s11227-022-04988-1
Downloads
Publicado
Como Citar
Edição
Secção
Licença
Direitos de Autor (c) 2026 Nuria Recuero Virto
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
