Adaptive governance awareness model for improving user security in mobile financial services

Background: The rapid growth of mobile financial services (MFSs) has expanded financial inclusion but also increased users’ exposure to cybersecurity threats. Existing awareness programmes and governance frameworks had not adequately addressed the dynamic and behavioural dimensions of user security in mobile financial ecosystems, particularly in developing economies. Objectives: This study addressed this gap by developing and validating the adaptive governance awareness model (AGAM) to improve cybersecurity awareness and governance among MFS users. The model aimed to provide a framework that linked governance processes, user awareness and behavioural practices to security outcomes. Method: A quantitative research design was employed using a structured questionnaire administered to MFS users in Kenya. Statistical analyses were conducted to examine relationships between demographic factors, awareness levels and security behaviours. Adaptive governance awareness model was operationalised by integrating the National Institute of Standards and Technology and MediaPro Frameworks. Results: The findings revealed significant gaps in user awareness and inconsistencies in cybersecurity behaviour. Demographic factors influenced both awareness and security practices. The results demonstrated that adaptive governance and awareness interventions aligned with AGAM improved the management of user-level cybersecurity risks in MFS environments. Conclusion: Integrating behavioural awareness with structured governance processes enhanced users’ cybersecurity resilience and supported more effective information security management in mobile financial ecosystems. Contribution: This study filled a theoretical and practical gap by introducing and empirically supporting AGAM as an awareness and governance model for cybersecurity in MFSs. The model extended existing frameworks by embedding adaptive, behaviour-oriented governance, offering actionable insights for managers, policymakers and information systems researchers.