Electronic Word-of-Mouth (EWOM) Adoption Model for Information Security Awareness: A Case Study in University Students

In the social media era, relatio nship and interaction of a pers on 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 improv e information security awareness, in order to jointly maintain information security within orga nization. This study aims to formulate an electronic Word of Mouth (eWOM) usage model in to build information security awareness through social media. e WOM is expected to complement the existing techniques in building information security a wareness. Methodology used is qu antitative with data analysis techniques using PLS-SEM. This research took 100 university students as respondent for a prele minary study. The result showed that source credibility and costumer experience significantly effect eWOM credibility. Mean while, eWOM credibility significantly effect eWOM adoption. Finally, eWOM adopti on significantly e ffect Security Awareness.