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The Youth Audience’s Attitude to the Cybersecurity Technologies as to the New Trend

Student: Elizaveta Chuprakova

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

Today, cybersecurity is considered as a global trend, since widespreading of digitalization encourages non-IT brands to protect both corporate and user data, implementing cybersecurity technologies in their services and products. The aim of this work is to identify the attitude of the Russian generation Z to the usage of cybersecurity technologies by brands, and to the Internet security in general. The results of the study are based on data obtained from an online survey held among the age group 18-23, residing in Moscow and Moscow region. This work contributes to the field of marketing researches devoted to the study of generation Z's consumer behavior, and the results can be used by companies to adjust their advertising and marketing strategies. Key Words: Generation Z, cybersecurity, computer security, digital security, data protection, brands

Full text (added May 15, 2020)

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