Exploring Interconnections of Digital Marketing Risks: A Causal Modeling Approach
DOI:
https://doi.org/10.56177/12icmie2025.136Keywords:
risk management, digital marketing, interconnected risks, DEMATEL, causal relationships, mitigation strategiesAbstract
This paper, as a continuation of previous work on risk management in digital marketing, presents a detailed methodology for analyzing the interdependencies among identified digital marketing risks. Building upon a prior risk identification and assessment framework, this study proposes the application of the Decision-Making Trial and Evaluation Laboratory method to uncover the complex causal relationships and influence dynamics between these risks. By focusing on the interconnected nature of risks such as non-competitive products, missing data, falling behind competition, loss of digital visibility, cybersecurity compromised, fall in sales, customer migration, brand image damage, brand image enhancement, and investing to generate sales, this research aims to provide a structured approach to understanding their systemic interactions. The methodology outlined herein will guide future data collection from marketing experts, facilitating a comprehensive analysis that can inform more effective and proactive risk mitigation strategies in the dynamic digital marketing landscape.
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Copyright (c) 2025 Ioana Alexandra DINU, Roxana-Mariana NECHITA, Iuliana GRECU, Dana-Corina DESELNICU
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