Exploring students' perceptions of FUD marketing strategies by cyber security companies

Abstract

This study delves into the intricate intersection between marketing strategies and cybersecurity concerns, aiming to shed light on the effectiveness and implications of Fear, Uncertainty, and Doubt (FUD) marketing tactics employed by cybersecurity companies. Through focus group interviews, this study investigates how students aged 20-25 perceive FUD marketing strategies, navigating through the complexities of their reactions to fear-inducing stimuli. Drawing on existing literature, this study examines previous research on FUD marketing in cybersecurity contexts discerning variations in FUD strategies among different companies. With recent studies suggesting a shift from fear-based marketing towards more constructive approaches, transparency and consumer-centric solutions in cybersecurity marketing are becoming ever more favoured by marketers. Through analysis of visual perception and cognitive processing theories this study provides insights into the students’ responses to sensory stimuli and fear appeals. The study acknowledges limitations, including participant biases, language barriers, and the absence of extensive prior research in this specific domain. Nevertheless, the findings suggest a growing scepticism towards unrealistic fear-based marketing tactics, highlighting the importance of authenticity and trust in cybersecurity marketing efforts. Ultimately, this study concludes that the students in this demographic perceive FUD marketing tactics as outdated, which leads to an undeniable lack of trust towards the companies.