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dc.contributor.authorLiyanaarachchi, Gajendra
dc.contributor.authorDeshpande, Sameer
dc.contributor.authorWeaven, Scott
dc.date.accessioned2021-01-06T00:31:38Z
dc.date.available2021-01-06T00:31:38Z
dc.date.issued2020
dc.identifier.issn0265-2323
dc.identifier.doi10.1108/IJBM-06-2020-0313
dc.identifier.urihttp://hdl.handle.net/10072/400658
dc.description.abstractPurpose: 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Publishing Limited
dc.relation.ispartofjournalInternational Journal of Bank Marketing
dc.subject.fieldofresearchBanking, finance and investment
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchStrategy, management and organisational behaviour
dc.subject.fieldofresearchcode3502
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode3507
dc.subject.keywordsSocial Sciences
dc.subject.keywordsBusiness & Economics
dc.subject.keywordsData vulnerability
dc.subject.keywordsCorporate digital responsibility
dc.titleMarket-oriented corporate digital responsibility to manage data vulnerability in online banking
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationLiyanaarachchi, G; Deshpande, S; Weaven, S, Market-oriented corporate digital responsibility to manage data vulnerability in online banking, International Journal of Bank Marketing, 2020
dc.date.updated2021-01-04T23:29:49Z
gro.description.notepublicThis publication has been entered as an advanced online version in Griffith Research Online.
gro.hasfulltextNo Full Text
gro.griffith.authorWeaven, Scott K.
gro.griffith.authorDeshpande, Sameer


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