Author(s): Prasetio, A., & Sari, P. K.
Social media provides increased interaction and relationship building between individuals or groups, exercising more influence on their actions and mind-set. Marketing communication organizations already utilize electronic word-of-mouth to build brand awareness effectively. The effect of using these techniques to improve security awareness to protect personal is still understudied. This study aimed to formulate a model that uses electronic word-of-mouth to promote information security awareness, such as brand awareness campaigns in a social media environment. A quantitative methodology with PLS-SEM data analysis techniques was used to analyze questionnaire data research involving 203 social media users in Indonesia. The results showed that source credibility, electronic word-of-mouth quality and quantity, and customer involvement were factors that significantly affected electronic word-of-mouth credibility. Furthermore, electronic word-of-mouth credibility significantly affected information security awareness through its adoption.