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.. Attached Files Name Description MIMEType Size Downloads binney-isasocial-2009.pdf Published version application/pdf 92.99KB 300 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 Free to Read? Yes Persistent URL http://hdl.handle.net/10536/DRO/DU:30040112 Document type: Conference Paper Collections: Faculty of Business and Law Deakin Business School Open Access Collection Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au. Versions Version Filter Type Wed, 09 Nov 2011, 13:18:02 EST Wed, 09 Nov 2011, 14:09:42 EST Wed, 09 Nov 2011, 14:15:21 EST Fri, 16 Mar 2012, 19:09:29 EST Wed, 13 Jun 2012, 11:34:22 EST Mon, 23 Jun 2014, 15:14:54 EST Wed, 16 Jul 2014, 09:15:37 EST Fri, 10 Oct 2014, 08:50:53 EST Tue, 05 Dec 2017, 12:26:48 EST Fri, 07 Sep 2018, 15:34:19 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 354 Abstract Views, 300 File Downloads  -  Detailed Statistics Created: Wed, 09 Nov 2011, 13:18:02 EST