Digital Vigilance in the Modern Era: The Role of Cyber Oversight in Digital Marketing Effectiveness and Business Continuity Management

His study aimed to examine the role of digital vigilance in the modern era and its impact on both digital marketing effectiveness and business continuity management, within the context of cyber oversight. The research was conducted on a population of 32 Jordanian pharmaceutical companies, from which a sample of 11 companies was selected, comprising a total of 400 employees. A structured questionnaire was developed as the primary data collection instrument, yielding 388 valid responses for analysis. The collected data were analyzed using SPSS Version 16.

The findings indicated that respondents perceived a high level of digital vigilance in relation to cyber oversight practices. Moreover, the results demonstrated a statistically significant impact of digital vigilance on digital marketing effectiveness, particularly in enhancing customer engagement, data security, and marketing decision-making. In addition, digital vigilance was found to have a significant positive effect on business continuity management, with its dimensions explaining 51% of the variance in business continuity management. The study highlights the critical role of cyber oversight as a strategic enabler that strengthens digital marketing performance while ensuring organizational resilience and continuity in an increasingly digital business environment.