A rapidly graying population has coincided with the widespread use of information technology (IT) since the turn of the 20th century. As the elderly are less familiar with IT, paying attention to the acceptance of the rapidly evolving digital marketing ecosystem is essential. Engagement with consumers and M-technologies is one of the most significant aspects of the digital marketing environment. The technology acceptance model (TAM) and the theory of planned behavior (TPB) were used to develop the theoretical framework of this study. Using technological anxiety as a moderating variable, we tested the theoretical model linking perceived value, subjective norm, effort expectancy, performance expectancy, and self-efficacy to measure older adults’ attitudes and intentions toward M-technology. Sample sizes of 251 respondents were selected with 95% confidence. To analyze the relationships between the variables proposed, structural equation modeling (SEM) was implemented. The results revealed that perceived value positively affects performance expectancy, effort expectancy, self-efficacy, subjective norm, attitude, and intention to adopt M-technology. Furthermore, technology anxiety moderated the effect of intention toward M-technology. The results explain that technology anxiety dampens the positive impact of the attitude of older adults on their intention to adopt M-technology. Managers must address this issue while developing marketing strategies for elderly consumers.

The rapid growth of the fintech industry, driven by the proliferation of mobile applications, has revolutionized financial services, providing unprecedented convenience to users. However, this innovation comes with inherent cybersecurity challenges that demand rigorous attention. This study delves into the complex and ever-evolving landscape of cybersecurity within the fintech mobile app ecosystem, aiming to identify challenges and present viable solutions. Cybersecurity threats in the fintech mobile app ecosystem encompass a broad spectrum, including data breaches, malware attacks, phishing schemes, and identity theft. As fintech apps handle sensitive financial data and transactions, they are prime targets for malicious actors seeking financial gain. To address these threats, this research examines current cybersecurity strategies and emerging technologies, such as advanced encryption, biometric authentication, and AI-driven anomaly detection. Furthermore, regulatory frameworks and industry standards play a crucial role in shaping cybersecurity practices within fintech. This study assesses the impact of compliance requirements on fintech companies and their ability to protect user data. Real-world case studies and incident analyses provide valuable insights into the consequences of cybersecurity breaches in this sector. Ultimately, this research aims to contribute to a comprehensive understanding of the multifaceted cybersecurity challenges faced by the fintech mobile app ecosystem and offers practical recommendations for fintech firms, regulators, and cybersecurity professionals to enhance security measures. Strengthening the security foundation is paramount to sustaining user trust, fostering continued innovation, and securing the future of mobile fintech.