“…While intangible costs are difficult to estimate, such as loss of trust, reputation, and confidence by business stakeholders for future transactions. Underpinned by the Efficient Market Hypothesis in its semi-strong form (Fama, 1991;Fama et al, 1969;Malkiel & Fama, 1970) researches have tried to examine the impact of IS breach announcements on stock prices for effected firms (Berkman et al, 2018;Bianchi & Tosun, 2018;Campbell et al, 2003;Cavusoglu et al, 2004;Ettredge & Richardson, 2001;Hovav & D'Arcy, 2004;Kannan et al, 2007;Malhotra & Kubowicz Malhotra, 2011;Pirounias et al, 2014;Sangvinatsos, 2017;Sinanaj & Muntermann, 2013;Smith et al, 2018;Tweneboah-Kodua et al, 2018). Most of these studies have concluded a negative impact on stock price by considering the effect of un-systematic risk factors surrounding the breach such as factors specific to that type of attack (Arcuri et al, 2017;Bose & Leung, 2014;Hovav & D'Arcy, 2003), type of firm (Cavusoglu et al, 2004;Goel & Shawky, 2009;Rosati et al, 2017) and type of industry (Pirounias et al, 2014;Yayla & Hu, 2011) as shown in Figure 01.…”