Knowledge Sharing and Internal Social Marketing in Improving Cyber Security Practice

This paper presents two new ways to establish effective cyber security practice among employee users. Peer knowledge sharing has been used widely in organizations to promote innovation and efficiency, hence its applicability to encourage safe cyber security practice can be fruitful. Internal social marketing is a marketing technique that aims to promote social responsibility to achieve social objectives such as sharing responsibility in ensuring cyber security effectiveness. Using in-depth interviews with employees in organizations located in Ho Chi Minh City, Vietnam, our study explores effective methods of promoting knowledge sharing among users and how it impacts security practice. Similarly, 7Ps in a mixed social marketing approach are evaluated to capture comprehensive security social space that users normally interact with in their quest for cyber security compliant practice. Initial findings of our studies provide practical implications to security professionals to create more supporting and enabling communication infrastructure that serves sustained behavioral changes in complying and co-creating cyber security practice among users.