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Promoting the Websites of Community-Based Organisations

Bingley, Scott, Burgess, Stephen and Hunter, Gordon (2010) Promoting the Websites of Community-Based Organisations. In: ANZMAC 2010. Ballantine, Paul and Finsterwalder, Jörg, eds. Dept. of Management, University of Canterbury, Christchurch, N.Z..

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Community-based organisations (CBOs) are a widely diverse group of organisations that exist to benefit their membership or promote a wider cause. CBOs are increasingly using websites to assist in carrying out their functions. This paper examines the practices of 35 CBOs from Australia, New Zealand and the UK from the viewpoint of how they use offline and online strategies for website promotion. CBOs employed a mix of offline and online promotion strategies – which appeared to relate to the operations of different types of CBOs. There was a level of sophistication that was not expected by the authors. Another interesting result that emerged from the study was that there was a degree of uncertainty as to how social networking websites fit into the web presence of CBOs. --Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010 held, Canterbury, New Zealand, 29 November - 1 December 2010. Theme: ‘Doing More with Less'

Item Type: Book Section
ISBN: 9780473178208, 9780473178192
Uncontrolled Keywords: ResPubID19973, community-based organisations, website promotion, community based organisations, CBO, internet adoption
Subjects: FOR Classification > 0806 Information Systems
FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of Management and Information Systems
SEO Classification > 8999 Other Information and Communication Services
Depositing User: VUIR
Date Deposited: 04 Oct 2012 01:05
Last Modified: 15 Jan 2013 05:01
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