Abstract
This study investigates the diffusion patterns of technology awareness campaigns within a large IT organization. It uses a 21-month cybersecurity awareness initiative as a case study to explore the relationship between awareness diffusion and employee personas (Tech Enthusiasts, Visionaries, Pragmatics, Conservatives, and Skeptics) based on the frameworks of Everett Rogers' "Diffusion of Innovation" theory and Geoffrey Moore's "Crossing the Chasm". While the traditional diffusion pattern suggests a bell curve, the analysis reveals a trajectory characterized by multiple, gradually diminishing spikes. An employee survey revealed that the dominance of Tech Enthusiasts, due to the IT-oriented nature of the workforce, contributed to this deviation. Furthermore, the study identified two "chasms" – a deviation from Moore's single-chasm model. Key stakeholder interviews provided insights into how the organization successfully bridged these chasms. Based on these findings, the study offers practical recommendations for organizations planning and implementing awareness campaigns. Overall, this research provides valuable insights for organizations aiming to develop their workforce capabilities in new technologies and methodologies.
Published Version
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