Cyber-Resilient Marketing Intelligence Systems for Fraud Detection and Data Integrity in Digital Campaigns

Abstract

This quantitative study examined the role of cyber-resilient marketing intelligence system capability in shaping data integrity reliability and fraud detection performance within digital campaign analytics environments. Drawing on data collected from 300 organizations operating multi-platform digital marketing campaigns, the study employed multivariate regression and integrated modeling techniques to evaluate direct, indirect, and conditional relationships among cyber resilience capability, data integrity reliability, and fraud detection performance while accounting for marketing intelligence capability, platform complexity, and contextual controls. Descriptive findings indicated moderate-to-high levels across core constructs, with mean values of 3.78 for cyber-resilient marketing intelligence capability, 3.81 for data integrity reliability, and 3.59 for fraud detection performance on a five-point scale, suggesting relatively advanced analytics and resilience maturity within the sample. Correlation analysis showed significant positive associations between cyber resilience capability and data integrity reliability (r = 0.62), cyber resilience capability and fraud detection performance (r = 0.54), and data integrity reliability and fraud detection performance (r = 0.58), providing preliminary support for the proposed relationships without indicating problematic construct overlap. Regression results demonstrated that cyber resilience capability was the strongest predictor of data integrity reliability (β = 0.48, p < .001) and fraud detection performance (β = 0.29, p < .001), even after controlling for marketing intelligence capability and platform complexity. Mediation analysis revealed that data integrity reliability partially mediated the relationship between cyber resilience capability and fraud detection performance, with a statistically significant indirect effect (β = 0.17, p < .001) alongside a remaining direct effect. Moderation analysis further showed that platform complexity strengthened the positive effect of cyber resilience capability on fraud detection performance (interaction β = 0.11, p = .018), indicating greater resilience benefits in more complex, multi-platform environments. Overall, the findings demonstrated that cyber-resilient marketing intelligence systems were associated with more reliable data handling, reduced integrity degradation, and more stable fraud detection outcomes, supporting an integrated quantitative perspective on resilience, integrity, and analytical performance in digital marketing campaigns.