## 5 Discussion and Implications
### Theoretical Implications  
This study has several theoretical implications. First, the work extends the marketing literature. Previous research mainly focused on the detrimental effects of sales strategies, market searches, customer trends, and so on [55], while overlooking the internal marketing that potentially drives employees' intentions to enhance their work. This study demonstrates how marketing management helps with information protection by examining the impacts of response cost and information security intention. Based on Hypotheses 1 and 2 being supported, organizational ISM is vital for both RSC and ISI. These findings enrich the literature on the RBV theory in the container shipping industry with information security management, security policy improvements, security compliance, regular security training, and an alerting system. Supervisors' practices can establish clear security policies by demonstrating work procedures so that employees can comply with them effectively. This is congruent with RBV theory. Stewardship practices are likely to be part of information security marketing's organizational management, thus contributing to employees' information security intentions and behaviors.  
Second, this study primarily focused on the overall yet rarely studied response cost to consider when an organization needs to proceed with security marketing. ISM harmed RSC. Although ISM is critical to an organization and improves employees' efficient security intentions, RSC is often restrained [53; 55]. In this context, the cost is not likely to be in terms of cash but instead lost time, working inconvenience, and learning price. It is not easy to achieve high efficiency when complying with security procedures for sufficient work in a busy environment.  
Third, there was a negative influence of ISI on RSC [55]. This can be interpreted as employees needing to pay a high cost to obeying security policies, reducing their information security intentions. This implies that stewardship must show or participate in security activities, encouraging employees to follow security procedures to strengthen their ISI.  
Fourth, there was also a positive moderating effect between ISM and ISI/RSC in ISA. For organizations with better ISA, ISM can positively impact ISI and RSC, while such a positive association is not easy to find when ISA is low [24]. Regarding this advanced ISA on the positive association between ISM and ISI/RSC, if employees know that violations of the organization's security policies will cause serious damage, they may adequately adopt security action and recognize potential security threats and risks to avoid information breaches. The application of ISA can help ISM reduce RSM for performance improvement.  
Fifth, the theoretical predictions were supported in that ISC had a moderating effect on the relationship between RSC and ISI. Even with RSC's negative influence on ISI, ISC moderated RSC's effects, such as employees considering information security and protecting information systems, encouraging other employees to comply with security policies, supporting other colleagues in adopting proper security practices, and discussing security threats in the organization. Cultivating an information security climate requires everyone's involvement. Such ISA is reflected in employees' ISI, so better ISA will lead to better ISI.  
Sixth, this study did not support the idea that ISA moderates the relationship between ISM and ISI, despite empirical evidence on ISA as a moderator for ISM and ISI in performinggoals. Finally, this study has shed light on the moderated (ISA and ISC) mediating (RSC) effects associated with the links between ISM and ISI by developing a model to understand the underlying mechanisms, through which ISM predicted ISI through the relationships between RSC, ISA, and ISC to find the indirect effects of ISM on ISI. The research findings addressed the issue that ISM is crucial for organizational security intention, as shown by its significant impact on ISI under the moderated mediation model.