In light of the growing epidemic of cyberattacks, it is important to understand how different groups within the general population connect information with attitudes and behaviors. Internet transactions become less of an option and more of a requirement for consumers and the workforce. This study explored the connection between awareness, experience, and trust with the goal of identifying communication strategies that will ultimately steer consumers toward healthy cyberbehaviors. Consumer trust in government and business organizations is the desired status quo for everyone. Awareness and experience are important modifying factors and both are addressable through strategic consumer communication campaigns. Understanding the different ways men and women think, feel, and act around key issues in cybersecurity is key to organizational success. Furthermore, investing in promotion of educated trust can help organizations avoid massive loyalty shifts if or when the next data breach occurs.
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This work is licensed under a Creative Commons Attribution 3.0 License.
Vilceanu, M. Olguta and Johnson, Kristine, "Gender and Cybersecurity: Consumer Awareness, Experience and Trust" (2018). Association of Marketing Theory and Practice Proceedings 2018. 46.
About the Authors
Dr. Olga Vilceanu, Associate Professor B.A. University of Bucharest, M.A. University of Bucharest, Ph.D. Temple University Dr. Vilceanu's teaching is informed by her international background and experience in communication and management in industry, political organizations, and higher education. Her research interests include semantic network analysis of advertising and media coverage of major issues in science and technology, and communication campaigns using fragmented media, as well as framing, international, and interpersonal communication.
Dr. Kristine C. Johnson, Assistant Professor B.S. University of Texas, M.S. Texas Christian University, Ph.D. Florida State University Dr. Johnson teaches courses in marketing communication and advertising. She has industry experience in advertising and a background in radio broadcasting. Dr. Johnson's research focuses on consumer behavior, especially in relation to online media. She has presented her research at multiple conferences, and her work has been published in The Journal of Radio and Audio Media, Cogent Business and Management, First Monday, and The Journal of Applied Marketing Theory among others.