DATA SECURITY AND CHANGING CONSUMER BEHAVIOR IN INTERNATIONAL MARKETING: AN ANALYSIS OF CONTEMPORARY ISSUES

this article analyzes data security issues and modern changes in consumer behavior in the context of digital technology development in international marketing systems. For companies operating in international markets, protecting personal data, maintaining consumer trust, and adapting marketing strategies on digital platforms are considered important factors. The role of artificial intelligence, big data, and digital advertising tools in international marketing, as well as related challenges, are also examined.