Page 21 - Cyber Terrorism and Extremism as Threat to Critical Infrastructure Protection

DR. PAUL S. LIEBER: RE-ASSESSING ONLINE JIHADI EXTREMISM: REASONING FOR A MARKETING APPROACH
TO COUNTER-RADICALIZATION

6 Conclusion

While these are but three examples, the ‘nets for trust’ (Kuznestova et al., 2019), customer
relationship management (Duncan & Moriarty, 1998) and communication-based marketing
(Kaur, 2019) models all provide validated and alternative approaches to reasoning and ad-
dressing violent extremism in Europe. Current counter-radicalization paradigms, while data-
based, sorely require more contextual foundations to both resonate with audiences and to
create longer-term effects.

Violent extremist organizations, with the strongest ideological resonance and reach, will con-
tinue to rely upon these assets to further their causes. It is therefore imperative for current
counter-radicalization mindsets to accept this reality, to adjust thinking, policy and expen-
diture accordingly, and, in doing so, to accept the limitations of existing approaches, and to
consider ways to better infuse partners and mechanisms to buoy efforts. At a minimum, there
should be acknowledgement that there are untapped avenues to explore in addressing the
problem.

7 References

1. Briggs, R. & Feve, S. (2013). Review of Programs to Counter Narratives of Violent Extremism,
Institute for Strategic Dialogue, Institute for Strategic Dialogue London, https://apo.org.au/sites/
default/files/resource-files/2013/12/apo-nid37101-1211651.pdf, Accessed 20 February 2020.
2. Brzuszkiewicz, S. (2018). Radicalisation in Europe after the fall of Islamic State: Trends and risks,
European View, 17(2): pp 145-154.
3. Brzuszkiewicz, S. (2017). Is the Islamic State likely to return to the al-Qaeda model? Al-Mesbar
Studies and Research Center, 15 November. http://mesbar.org/islamic-state-likely-return-al-qaeda-
model/. Accessed 20 February 2020.
4. Columbus, L. (2019). State Of AI And Machine Learning In 2019, Forbes.com. https://www.forbes.
com/sites/louiscolumbus/2019/09/08/state-of-ai-and-machine-learning-in-2019/#be9ef181a8d0,
Accessed 20 February 2020.
5. Daouda, F.B.; Barth, P. & Ingenbleek, P.T. (2020). Market Development for African Endogenous
Products, Journal of Macromarketing, 40(1): pp 13-30.
6. Duncan, T. & Moriarty S. E. (1998). A Communication-Based Marketing Model for Managing Re-
lationships, Journal of Marketing, 62(2): pp 1-13.
7. Hussain, G. & Saltman, E.M. (2014). Jihad Trending: A Comprehensive Analysis of Online Extrem-
ism and How to Counter it. London: Quilliam.
8. Hoffman, R. R., & Hanes, L. F. (2003). The boiled frog problem [knowledge management]. IEEE
Intelligent Systems, 18(4): pp 68-71.
9. Kaur, G. (2019). Is obsession with data and analytics making future marketers analytical research-
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Journal of Education for Business, 94(8): pp 569-575.
10. Kuznetsova, S.; Kuznetsov, K. & Kuznetsov A. (2019). How to Increase Public Confidence in Un-
derstanding and Use of the Banking System: Marketing Model ‘Nets for Trust,’ Financial & Credit
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