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

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Lockstone, Leonie, Binney, Wayne and Baum, Tom (2009) Is a social marketing framework the key to promoting volunteer participation? In: Australian and New Zealand Marketing Academy Conference, 30 November-2 December 2009, Crown Promenade, Melbourne, Victoria, book of abstracts. Promaco Conventions, Canning Bridge, W.A., pp. 1-10.


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 volunteerinvolving organisations are briefly discussed and an agenda for future research proposed. Alternative title: ANZMAC Book of abstracts. Cover title : ANZMAC 2009, sustainable management and marketing conference

Additional Information

Australian and New Zealand Marketing Academy.Conference (2009 :Melbourne)

Item type Book Section
ISBN 1863081607
Subjects Historical > FOR Classification > 1599 Other Commerce Management, Tourism and Services
Historical > FOR Classification > 1607 Social Work
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > SEO Classification > 9099 Other Commercial Services and Tourism
Keywords ResPubID17375, volunteering, social marketing, MOA framework (motivation, opportunity and ability), extrinsic incentives, financial rewards, socio-economic factors, professionalisation, intrinsic motivation, leisure participation
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