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Is a social marketing framework the key to promoting volunteer participation?

Lockstone-Binney, Leonie, Binney, Wayne and Baum, Tom 2009, Is a social marketing framework the key to promoting volunteer participation?, in ANZMAC 2009 : Sustainable management and marketing : Proceedings of the 2009 Australian & New Zealand Marketing Academy Conference, Australian & New Zealand Marketing Academy (ANZMAC), Melbourne, Vic..

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Title Is a social marketing framework the key to promoting volunteer participation?
Author(s) Lockstone-Binney, Leonie
Binney, Wayne
Baum, Tom
Conference name Australian & New Zealand Marketing Academy. Conference (2009 : Melbourne, Victoria)
Conference location Melbourne, Victoria
Conference dates 30 Nov. - 2 Dec. 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing : Proceedings of the 2009 Australian & New Zealand Marketing Academy Conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Publisher Australian & New Zealand Marketing Academy (ANZMAC)
Place of publication Melbourne, Vic.
Keyword(s) volunteering
social marketing
MOA framework
Summary This paper explores the suitability of a conceptual social marketing model, the MOA (motivation, opportunity and ability) framework (Rothschild, 1999), to volunteering to determine whether it has the potential to promote volunteering with its associated socially desirable benefits. In doing so, the individual components of the model are discussed from a social marketing perspective and communalities in the volunteering research highlighted. This discussion culminates in the presentation of an adapted MOA framework, the practical implications of which for volunteer involving organisations are briefly discussed and an agenda for future research proposed.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 1863081607
9781863081603
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2009, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30040112

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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