Electronic Word-of-Mouth (EWOM) Adoption Model for Information Security Awareness: A Case Study in University Students: SCBTII Proceeding Book The 7th Smart Collaboration for Business in Tehcnology and Information Industries, August 15th-16th 2016

Adhi Prasetio; Puspita Kencana Sari; Dian Putri Ramadhani

Informasi Umum

Kode

17.24.097

Klasifikasi

657.072 - Accounting research

Jenis

E-Article

Subjek

Accounting

No. Rak

Dilihat

178 kali

Informasi Lainnya

Abstraksi

In the social media era, relationship and interaction of a person with other people give bigger influence on the mind-set and action. Electronic Word-of-mouth (eWOM) is considered as an effective way to buildbrand awareness in marketing communication. Many tools and techniques, can be used to improve information security awareness, in order to jointly maintain information security within organization. This study aims to formulate an electronic Word of Mouth (eWOM) usage model in to build information security awareness through social media. eWOM is expected to complement the existing techniques in building information security awareness. Methodology used is quantitative with data analysis techniques using PLS-SEM. This research took 100 university students as respondent for a preleminary study. The result showed that source credibility and costumer experience significantly effect eWOM credibility. Meanwhile, eWOM credibility significantly effect eWOM adoption. Finally, eWOM adoption significantly effect Security Awareness.

Keywords: Electronic Word of Mouth, Information Securiy Awareness, Social Media