Market-oriented corporate digital responsibility to manage data vulnerability in online banking

Gajendra Prasad Liyanaarachchi, Sameer Deshpande, Scott Weaven

Research output: Contribution to journalArticlepeer-review


Purpose: This conceptual paper explores gaps in bank privacy protection practices and advocates for banks to integrate market-oriented (MO) approaches in their corporate digital responsibility (CDR) initiatives to minimize consumer data vulnerability.

Design/methodology/approach: To apply MO in CDR, this study recommends adoption of a behavior change framework comprising of the co-creation, build and engage (CBE) model and proposes the creation of consumer segments based on generational cohort and tailoring strategies through motivation, opportunity and ability (MOA) model to manage vulnerability.

Findings: The study specifies that managing consumer data vulnerability requires a unique strategy different from conventional service delivery. A holistic approach is recommended by integrating corporate digital responsibility as a pivotal element of organizational strategy and by positioning vulnerable customers as a critical stakeholder.

Originality/value: The paper contributes to the research in corporate social responsibility (CSR), privacy and data vulnerability in the banking sector in two prominent ways: first, the study demonstrates the importance of MO as a premise to develop a novel version of CDR called market-oriented digital responsibility (MODR). The study considers MODR as a strategy to reposition vulnerable consumers as a key stakeholder, and, second, the study proposes an innovative set of consumer segments based on data vulnerability and introduces a data vulnerability growth model (DVGM) connecting vulnerability with age.
Original languageEnglish
Pages (from-to)571-591
Number of pages21
JournalInternational Journal of Bank Marketing
Issue number4
Early online date9 Dec 2020
Publication statusPublished - 5 Jul 2021


  • data vulnerability
  • corporate digital responsibility
  • market orientation
  • online banking
  • privacy concerns
  • corporate social marketing

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